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Good point. As an example, CEOs of non-profit hospitals often make embarrassingly large salaries.
True as do universities, but the NFL is clearly a for profit business, with a sweetheart tax structure that any major corporation would love to have. In general, non profit just means there are no shareholders to whom profits are distributed. But as you say top staff can still get paid well. We can debate whether non profits at all should enjoy this status but I can't think of why the NFL especially deserves the break. If NFL revenue not distributed to the teams were taxed the teams and players would make a bit less they're still be very profitable and I doubt it would have an impact on the quality of play.