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2004 AFC 'CONFERENCE CHAMPIONS' hat worn on the sidelines after clinching the division, white cotton crown and visor, raised embroidered 'Champions' on front as seen on the sidelines after the Patriots clinched their birth in Super Bowl XXXIX, Super Bowl logo on back, adjustable velcro back with Conference Champions applique on strap. This New England Patriots hat is made by Reebok and is licensed by the NFL - National Football League.