In December, NFL Commissioner Roger Goodell signed a contract extension worth up to $200 million that will keep him at the top of the league through 2024.
When Goodell took over for Paul Tagliabue in 2006, Forbes valued only five NFL teams at above $1 billion. Today they all are, with the Vikings having more than tripled in value from $720 million then to $2.4 billion at the start of this season.
And while the league remains the most watched sport in the country, by a gigantic margin, Goodell said in an interview he knows it has a number of issues that must be dealt with.
"We're 37 out of the top 50 [viewed] shows [in the United States in 2017], which 10 years ago I think we were six or eight out of the top 50 shows. From our standpoint, the NFL viewership is still dominant and will continue to be dominant," Goodell said this past week. "We believe it's because of the great game and the appeal that we have to such a large audience.
"As one network executive said to me, prior to the season, you have defied gravity for several years. The only content that has gone up [is the NFL] and we're still doing incredibly well."
For years the most controversial issue in the NFL has been the league's handling of chronic traumatic encephalopathy and the effect that playing football has on players' brains.
But in 2017 another big issue jumped to the forefront, as dozens of players, following Colin Kaepernick's lead from the previous year, decided to kneel during the national anthem to protest police brutality and racial injustice. The protests angered large numbers of the league's fanbase, who viewed it as disrespectful to the American flag and military members.
On Tuesday, the NFL announced Let's Listen Together, a committee made of owners and players dedicated to social justice issues.