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In the 1990s, sports salaries experienced a dramatic increase, driven by lucrative television contracts, endorsement deals, and the rise of free agency. Major league athletes began to command multi-million dollar contracts, with some players signing deals worth over $100 million. The era also saw the emergence of salary caps in leagues like the NFL and NBA, which influenced spending but did not curb the overall rise in player salaries. This decade marked a significant shift in the financial landscape of professional sports, setting the stage for the massive salaries seen today.

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