David Rosenthal

All of this content that we're just bombarded with today, it all starts here with the Sables and with NFL films.

They did all this as this investment, as a labor of love and passion on Disable's part.

On Rozelle's part, though, the motivation, as you were saying, it's not about making money.

It's about raising the stature of the league.

Yes.

About putting the most highest gloss sheen on the product that we are producing, and the product is the game on the field.

They couldn't even foresee how important this would become that we'll put a slight pin on and come back to in just a minute.

The other thing that Rozelle does in the next couple of years is the merch idea, the store that he was doing back with the Rams.

He brings that in-house on a league-wide basis and starts NFL Enterprises.

Again, totally radically.

He goes to all the owners, all the teams and says, whatever you're doing on merch, whatever you're doing on branded opportunities...

You are no longer doing that individually.

We're going to bring it centrally, collectively, in-house under NFL Enterprises.

We're going to standardize the merch, the jerseys, the hats.

We're going to set a quality bar.

So that anytime a fan, because it's all about the relationship with the fans.

It's like a funnel.

Bring them in from TV.

get them to the game, get them to buy merch.

They're just deepening the relationship.