Unfortunately Sony won't give me a review copy of Vegas, otherwise I would have loaded it up and found the right settings for you.
Anyhoot, as Mr Mills says the problem here is in the pixel aspect ratio. You need to change this on export (or chose a preset that is in widescreen) to stretch your pixels out so that your video is in widescreen. Essentially you'll be telling the application to stretch them out on playback, i.e. flagging the aspect ratio as 16:9 etc. This is why you'll find that flagging the adpect ration on divx won't work for example (the playback software doesn't normally read this info on thge AVI). This does however work well with WMP9 or above and WMV.
My prefered solution for MPEG4 is to export as a 720 * 404 without cropping. This will squish it up to more or less the right ratio,
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