Pay packages, even for first-time coaches, have risen sharply since the 1990s as teams seek those who can turn their franchises into perennial Super Bowl contenders.

No matter what happened on Super Bowl Sunday, Kansas Chiefs Coach Andy Reid is still money. He is the highest-paid coach in the N.F.L., earning $20 million a year. And his Falstaffian turns alongside his star quarterback, Patrick Mahomes, in those ubiquitous State Farm commercials have made him instantly recognizable, even to nonfootball fans.

Reid’s record suggests he is a bargain: three Super Bowl championships in five trips to the game with the Chiefs. He has also helped transform his small-market team into the league’s star attraction. Nearly 128 million people tuned in to see if the Chiefs could become the first team in N.F.L. history to win a third consecutive Super Bowl. Instead they watched Philadelphia demolish Kansas City, 40-22.

On Tuesday, the New Orleans Saints

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