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.

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.

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

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.

Other sports culminate at different times of the year, but the NFL is in the fourth quarter - that's where the money is.

I grew up with great coaching, and it had nothing to do with sports. I had great parents. I really got some great input from there. They were entrepreneurial, middle-class business people.

And I completely am one of the most sensitive in that area as far as the NFL is concerned.