Super Bowl XLIV is almost here, and the Saints and Colts are not alone in anxiously awaiting kickoff late Sunday afternoon. CBS could see record numbers for the game, as experts project it will eclipse the 100 million viewer mark and could threaten “MASH” as the most-watched program ever. The net’s sales department must have taken notice of the potential ratings bonanza, as CBS could create more in-game ad inventory despite already announcing a sellout. The secondary ticket market is seeing a slight increase over last year, but costs are unlikely to reach astronomical levels due to many of the Saints faithful heading to the Big Easy instead of Miami. Elsewhere, a win by the Saints likely will boost Drew Brees' marketability, while both team owners -- Tom Benson and Jim Irsay -- are experiencing a redemption of sorts with fans.

I Can't Explain
As Roger Goodell defends the NFL's stance in his annual State of the League address, NFLPA Exec Dir De Smith paints the "bleakest picture yet" of CBA talks.

Love, Reign O'er Me
Focus on the Family ups its controversial Super Bowl push, buying ad time in pregame.

Won't Get Fooled Again
A-B thinks better of leaving the Clydesdales on the bench for Sunday's broadcast; U.S. Census Bureau comes under fire for Super Bowl ad buy.

Who Are You
Jeffrey Vinik officially closes his purchase of Lightning that will sever ties with Barrie, Koules.

The Seeker 
Tom Hicks may part ways with another team, retaining Galatioto to study sale of Stars.

See Me, Feel Me
AstroTurf partners with MLB Properties as league's exclusive synthetic turf provider.

The Kids Are Alright
U.S. Olympians turn to "little-guy sponsors" for financial backing on road to Vancouver.