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Off the court, where Jordan's economic feats are fast dwarfing his game performances, he has taken another historical leap.
In early August, Quaker Oats, which spends only about $30 million annually to advertise Gatorade, signed Jordan to a numbing $18 million, 10-year contract. If it was a stunning coup for Quaker Oats, it was also a costly one, as the company had to outbid Coca-Cola, which had featured Jordan in commercials for several years.
A championship ring has made Jordan hotter than ever.
"He transcends the sport of basketball," said Nike's Melinda Gable. "It's hard to conceive of him being more popular than he already was, but that's what's happened...
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