Sports as a market is constantly evolving. It was once about the 'game', but it is now a package that combines sports and entertainment. It was evident with the 2012 Superbowl, which was watched by around 166 million people around the world, and showcased performances by American Idol Kelly Clarkson, Madonna, M.I.A., Nicki Minaj, country musicians Blake Shelton and Miranda Lambert, LMFAO and Cee Lo Green. Not surprisingly, commercials were sold out by November 2010, at an average price of $3.5 million for a thirty-second ad. Formula One races this year have seen performances by Linkin Park, Lady Gaga and Shakira. Another case in point is in USA's National Football League (NFL) - the Dallas Cowboys is the highest earning team, with revenues of $2.1 billion, even though it hasn't been among the top-2 in terms of on-field performances for 17 years.