EVERY DAY IS SUNDAY

The league that’s too big to fail.

Football diehards and casual fans alike will find plenty of interest in this dexterous blend of analysis, character study, and behind-the-scenes color. The New York Times’ Belson opens with a stunning fact: “Seven players from the 2001 New England Patriots”—Tom Brady’s first Super Bowl season—“died before they passed fifty years old.” The long-term impact of the game’s violence causes public relations nightmares for the NFL, but as Belson shows, Patriots’ owner Kraft, Dallas Cowboys’ owner Jones, and league commissioner Goodell have become adept at weathering scandal while generating ever-greater revenue. “Social chameleon” Kraft and Jones, who employed his “haphazard speaking style” when likening negotiations with the players’ union to an owl and a chicken having sex, shared a goal. “The league’s two most powerful owners” were “desperate” to settle big debts incurred when buying their teams, Belson writes. Jones built a showcase stadium and aggressively sold marketing rights, urging other owners to follow. Kraft, “the closer” in a pivotal labor deal with players, also cleaned up messes. After the league botched its reaction to player protests about police violence against Black people, Kraft burnished the NFL’s image by forging a high-profile partnership with Jay-Z. “Once again,” Belson writes, the league fixed “a crisis by throwing its money and marketing muscle around.” The NFL’s cash grabs can be brazen. One stadium has been renamed eight times by a parade of companies that bought the rights. By 2027, the league could meet Goodell’s annual revenue goal of $25 billion. Run by self-styled free marketeers, the NFL resembles “a socialist collective,” with TV deals guaranteeing each owner $400 million a year. Alongside user-friendly financial reporting, Belson shares funny anecdotes about owner pettiness, vanity, and arrogance.

A knowledgeable, entertaining account of a sport’s seemingly unstoppable growth.