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Ineresting article, from the Sports Business Journal:
Payton is one of several NFL coaches — ranging from Denver’s Mike Shanahan, New England’s Bill Belichick and Tennessee’s Jeff Fisher, all of whom have coached in Super Bowls, to newcomers such as San Francisco’s Mike Nolan and the New York Jets’ Eric Mangini — exerting influence well beyond Xs and Os. Some control personnel matters. Others help create marketing plans, or seal sponsorship deals. All believe in setting a tone that extends throughout their organization.