But if you look at teams that want to share more revenues, they're teams that don't have a lot on the table. They've long since not had any serious investment in their team.

Is [football] for everybody? Of course not. But it is a meaningful contribution beyond, I think, other alternatives.

I could hire every producer in Hollywood - 2,000 producers, let's say - and they couldn't come up with all the soap operas, in season and out of season, that NFL programming gives television.

If people have the ability to see it, and you spend the money to put the wow factor into it, they will reward that entity or that team or that business, and they will then say they appreciate me, they appreciate what I'm about, and they will support it.

It's the premium time, the fourth quarter. October, November, December and now, if you will, going over into the first quarter in January. But really, football, that's when the interest is in the game.

Everybody is pretty good in the first quarter. Second quarter, you have a little bump or two on you coming into the half. By the time the third quarter comes around, you're tired, you're laboring. When you come to the fourth quarter, it calls on your character.

Anybody involved in sports in Missouri knows it's a great sports state. It is a great sports state, particularly in basketball and baseball. Particularly. Not to demean football, but it's a baseball state and a basketball state.