John Madden is a bona fide legend of the NFL. He played in an era long before huge amounts of money began to circulate in the sport, and a serious injury ended his career before he ever really had chance to make his name out on the field. Undeterred, he learned the coaching side of the game instead, and achieved his peak success when he took the Oakland Raiders to victory in Super Bowl XI.
For most people reading this, though, it's his work as a commentator ('BOOM!') that's turned him into a legend. Madden spent thirty years as the voice of the sport across every major network, as both a color commentator and an analyst. It was in this capacity that video game company EA Sports approached him to license his name to promote their NFL games, and the endorsement has so far earned him in excess of $150m. By this point, he's better known for the games than via anything he did as a player, coach or commentator.