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You get what you negotiate, under the table when needed.
RE: State of Tennessee (USA) budget office to reconsider Nike contracts in wake of C Kaepernick (ex-NFL) promotional campaign

I'm assuming Nike won sponsorship contracts by providing the best deal,

Man you are ignorant about real-world dealing. It's not what you provide, it's how much you graft. Particularly when the money is Public to start with, so the overseers (politicians) have no real skin in it.
A nice campaign contribution would only be a start, of course.

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