Major brand sponsors are watching closely to make sure the National Football League doesn’t fumble the investigation into how its executives handled evidence in the Ray Rice domestic violence case.

For big companies like Anheuser-Busch, General Motors and Procter & Gamble, an NFL sponsorship is a coveted prize. The deals can cost up to $10 million per brand, but they deliver eyeballs. An average of 17.4 million viewers watched professional football games during the 2013 season, according to Nielsen.