When you think about American sports you think about the creation of opportunities for sponsors to show commercials all the time. You also think about the word "entertainment". Football may indeed be moving in that direction, and I dread the day it comes. The reason for so many stoppages in American sports is so that sponsors get more airtime. Also, the sport has been packaged as an entertainment event. Look at the All-Star games were players enter the arena accompanied by lights, music and sometimes pyro. Then think about the performances by recording artistes. Look at the cheerleaders, the mascots, etc. Everything points towards entertainment. It is no longer just about the sport. It is all about attracting as many fans as possible and milking as much money from the sponsors as you can.