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.

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.

There's no question that the striving, the stuff that you got out of [sports]. The depending on someone right beside you. Sitting here and calling on yourself when you're tired or getting through something painful, watching your teammates do the same. Everybody feels good when you first walk out there.

The NFL is in premium interest time, in the fourth quarter [of the business year] when you have Thanksgiving, Christmas, and that's when we try to get the most decision-makers in front of the television, in the fourth quarter.

Only 7 percent of NFL fans have ever been inside an NFL stadium. Seven... have ever been inside. So the NFL is certainly about the Colosseum of Rome. It can't be a studio game.

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 kind of like...with our own checking accounts, just because it's in there doesn't mean you should spend it or can spend it. You know that you have the rent coming.