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The NFL is the world's most valuable sports business, and it keeps growing. But is the growth sustainable? Sports journalist Michele Steele joins Rapid Response to kick off the 2026-2027 NFL season with a clear-eyed look at what's driving record franchise valuations, why quarterback salaries keep exploding, and what the league's dizzying array of streaming platforms means for the fans. She also breaks down the NFL's deliberate "Helmets Off" strategy to grow its female audience, the business calculus behind nine international games this season, and whether the Bears are really leaving Chicago. Plus the uncomfortable CTE question that won't go away: Is the sport actually safer or have fans been sold a story?

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NFL Kickoff: the science gets more damning, but the money keeps growing

Rapid Response

NFL Kickoff: the science gets more damning, but the money keeps growing