David Rosenthal

Exactly, exactly.

And his logic is doing that will attract more fan interest and deeper fan interest.

Yeah.

And the more and deeper fan interest that you attract, the more TV dollars you're going to make.

And this is revolutionary too.

Back in the day, you were limited to the number of seats you had in your stadium.

So if you're like a major league baseball team in a major market where you're selling out your stadium, there's not a strong incentive to keep adding sheen to the product.

You're at maximum revenue capacity.

Right.

But with the NFL and now with the new TV model, there is no ceiling to revenue capacity.

So more fan interest, more TV dollars, more TV dollars shared evenly amongst all the teams.

raises the level of play equally as the overall level of play goes up, as long as the competitive balance stays intact, well, that improves the product, which then adds more sheen, which then drives more fan interest, and it becomes this amazing flywheel.

And there's so much more to the story, but that's the core of it.

That idea is what leads to what's the current annual national revenue for the NFL, like $10 billion, $11 billion?

So remember that initial landmark deal that they got the antitrust exemption from Congress for in 1961?

For the 1962 season, that was two years.

The AFL is locked up for five years.

The NFL gets to renegotiate every two years.

Roselle opens up the bidding to all three networks, of course.

CBS wins again.