While you’re watching replays as the NFL takes to the airwaves for another season tonight, consider this: Motorola, in case you were thinking of slapping on your very own intercom headset to wear around the house, just reupped for five more years of sponsorship.

Price to play? $250 million. That’s so millions of viewers can subconsciously savor the electronics manufacturer’s logo as determined coaches pace the sidelines.

The lesson? How much do you spend promoting your logo?