One in four NFL players who died between 2016 and 2021 had CTE, yet the league's valuations keep soaring. Sports journalist Michelle Steele breaks down what's driving record franchise values, exploding QB salaries, the NFL's "Helmets Off" strategy to grow female audiences, and whether the sport is actually safer or fans have been sold a story. The NFL has become the undisputed center of the entertainment universe, with sports comprising over 90% of the top 100 broadcast shows by 2023, making team valuations and media rights worth record amounts.