A few years into Roger Goodell's tenure as NFL commissioner, a graduate school professor polled students on who was the most effective leader in the major US sports. Goodell romped. That was before the league locked out the players in 2011. Before the Saints' bounties scandal. Before the behavior of Ray Rice and Adrian Peterson — and so many others — led to a stricter player conduct policy. Before game officials were locked out. Before Tom Brady's suspension in "Deflategate." And before issues over head trauma and concussions brought player safety questions to the forefront. A more recent informal survey by the same professor saw Goodell finish a weak third behind the NBA's Adam Silver and PGA's Tim Finchem. Yet, for all of the public (and players' association) angst regarding Goodell, who enters his second decade in charge Thursday, he couldn't be held in higher esteem by most of the 32 team owners — his bosses. Here's where the NFL has gone in Goodell's decade. Finances The league to which Goodell, 57, has dedicated his entire adult life has never been more profitable. According to Forbes, the average worth of an NFL franchise is just under $2 billion. Jones' Cowboys are the world's most valuable sports team at $4 billion. The league's lowest-valued team at $1.4 billion, the Buffalo Bills, just signed a huge naming rights deal for its stadium. Overall league revenues are approaching $13 billion; when Goodell replaced Paul Tagliabue in 2006, they were half that. Goodell wants to reach $25 billion in the next decade or so. Perhaps helping reach that goal, the NFL's presence internationally has grown. It returns to Mexico City in November for a Texans-Raiders game in a sold-out Estadio Azteca. Three games are played annually in London, with the NFL branching out from Wembley to other stadiums, and selling out. TV and new ventures The NFL's availability has expanded significantly on TV and digitally under Goodell. Flexible scheduling on Sunday nights led to better matchups later in the schedule. A night game was added on Thanksgiving. Network TV deals are bringing in about $28 billion overall, and DirecTV's Sunday Ticket contract is worth another $1.5 billion a year to the NFL. Last season, 46 of the top-50 rated American TV shows were NFL games, with "Sunday Night Football" the most-watched prime-time program for the sixth consecutive fall season. So who is holding the upper hand when renewal talks begin? Goodell also oversaw the expansion of the draft to three days, with the first three rounds in prime time, and has made it a traveling show. Two US channels, ESPN and NFL Network, broadcast every selection. Public image Goodell's popularity among the owners is unquestioned. Even the Patriots' Robert Kraft, a vocal opponent of the commissioner in the deflated footballs case that cost New England a first-round draft pick and $1 million, generally has been one of Goodell's biggest boosters on other matters. Outside the NFL, his image has taken some heavy hits. While Goodell cites protecting the integrity of the game, the players' union, fans, and advocacy groups protest his decisions. Loudly. Goodell insisted on keeping final authority over player discipline matters during the 2011 labor talks. As Goodell erred, the union has pounced. Several times, the NFL won in court. Several times, so did the union. Every time, the public's opinion of the commissioner diminished. Concussions Probably the biggest challenge now for the NFL under Goodell — until another oddball scandal hits — is identifying and treating head trauma. Not just for current players, but for retirees; the league reached a settlement with former players that is now worth about $1 billion. But concerns about just how dangerous and health-affecting the sport is will continue to plague the NFL, which must find answers to all safety matters. Unquestionably, the end game always will lead to Goodell.
