Mark Sanchez could make as much as $10 million in endorsements in 2010 if he thrives at the Jets' quarterback. Part of the reason, in addition to playing a high-profile position in New York, is his Spanish heritage. "The Hispanic market is such a desirable market for the major brands that are involved in the NFL," said Jan Katzoff, executive vice president for sports and entertainment for the Radiate Group. "A young player with a Hispanic background would resonate very well with that marketplace."