His league did manage to avoid any real ramifications from the lockout and is pulling in more TV and new media money for the NFL than any sport has ever gotten for anything maybe not on a per-event basis but certainly per year, the NFL is more profitable than the Olympics or World Cup.
Service providers pay for real-time TV services on a per-subscriber basis and for consumer purchases of a movie on-demand or a Pay-Per-View event via a transaction fee.