Negotiations are making progress, but the NFL lockout has surpassed the 100-day mark. While players and team owners argue over how to split $9 billion in annual revenue, other businesses have skin in the game, too. All told, a typical NFL season generates some $12 billion in sales for enterprises outside the league, figures Advertising Age.

Data: American Tailgaters Assn.; Baird Research; Fantasy Sports Trade Assn.; Wynn Las Vegas; EA Sports President Peter Moore; Papa John's 2011 Q1 Conference call; Former Pittsburgh Mayor Tom Murphy; Citigroup

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