Last night's Red Sox-Cardinals World Series Game 3 earned Fox a 7.4 fast-national rating, with 12.5 million viewers, up 21% and 19% respectively from a 6.1 with 10.5 million viewers a year ago. Last night marks the highest-rated, most-watched World Series Game 3 since a 9.1 rating with 15.4 million viewers in '09. Fox is averaging an 8.1 rating through three games of this year's World Series (Fox). Meanwhile, last night's crowd of 47,432 set a new record for attendance at Busch Stadium (THE DAILY).

"Fox NFL Sunday" broke away from football coverage just ten minutes into today's show, as Ken Rosenthal brought in World Series crew chief umpire John Hirschbeck and MLB Exec VP/Baseball Operations Joe Torre (THE DAILY). Elsewhere, Dodgers C A.J. Ellis weighs in on the final play in a special to the L.A. TIMES.

MLB and Stand Up To Cancer will dedicate tonight's World Series Game 4 to advancing the fight against cancer, with initiatives including an in-game moment at Busch Stadium in the middle of the sixth inning during which fans and players "will hold up placards with the names" of someone affected by the disease. Stand Up To Cancer will also debut a new PSA campaign (MLB.com, 10/27). One PSA features Red Sox 2B Dustin Pedroia using SU2C’s new mobile app, while another features Giants 3B Pablo Sandoval. The new mobile application was developed by MLBAM (THE DAILY).

NFL CMO Mark Waller estimated that 70,000 people attended an NFL fan rally yesterday at London’s Trafalgar Square, ahead of today's 49ers-Jaguars game at Wembley Stadium. There was "plenty of merchandise, which was in high demand." Lines "consistently had 50 or more people at the main hub" (FLORIDA TIMES-UNION, 10/27).

Jaguars Owner Shahid Khan said that he wants London "to be a second home" for the team (FLORIDA TIMES-UNION, 10/27). NFL Commissioner Roger Goodell yesterday said, "What I salute Shad for is he’s doing it for all the right reasons. He thinks it’s great for the community, he thinks it’s great for his franchise, he thinks it’s great for the NFL. And he’s over here actively trying to promote the game of football and that’s a great thing for us" (FLORIDA TIMES-UNION, 10/27).

The Oneida Indian Nation is planning a "protest and an advertising campaign" prior to today's Redskins-Broncos game, pertaining to the Redskins’ nickname debate. The group, which is buying time on stations in every city where the Redskins play, will have its ads air on ESPN Radio 102.3 Denver at 4:25pm ET as part of its "Change the Mascot" campaign (DENVER POST, 10/26).

Meanwhile, the NFL and Oneida reps have "moved up their meetings" to discuss the issue and will now convene this Wednesday in N.Y. (ESPN.com, 10/25).

Univ. of Miami President Donna Shalala tells Joe Nocera of the N.Y. TIMES she is part of a group of "major university presidents" who are looking at reforming the NCAA. She declined to give specifics, but said, "It is very clear to me what changes need to be made." Shalala: "They’re not some foreign entity, and we shouldn't act like they are. University presidents have to demand that they change the way they do business" (N.Y. TIMES, 10/25).

The MLS Sounders have sold more than 66,000 tickets for tonight’s 9:00pm ET game versus the Galaxy, and the crowd "will be one of the three largest in team history for an MLS game and also guarantee an average attendance of greater than 44,000." That will "set another league record, which the Sounders have done in each of their five seasons." Sounders GM & minority Owner Adrian Hanauer said of the attendance increase, "Can we keep it going indefinitely? I have my doubts" (SEATTLE TIMES, 10/27).

NASCAR Camping World Truck Series driver Darrell Wallace Jr. won yesterday's Kroger 200 at Martinsville Speedway, becoming "the second black driver to win on NASCAR’s national level and first in a half-century." He is the first African-American driver to win since Wendell Scott in ’63 (AP, 10/26). Wallace Jr. is a "product of NASCAR’s diversity program." His victory "will be hailed by NASCAR as progress – rightfully so." NASCAR's "hopes to attract a new audience are resting on capable shoulders" (USATODAY.com, 10/26).

NASCAR on Friday unveiled the ’14 Camping World Truck Series schedule, and there are "three significant changes" from this year’s slate. Rockingham Speedway and one event at Iowa Speedway were dropped from the schedule, while races at Gateway Motorsports Park near St. Louis and New Hampshire Motor Speedway were added (CHARLOTTE OBSERVER, 10/26).

The Warriors’ entire practice yesterday, “along with a behind the scenes tour of the Warriors headquarters -- was streamed live on the team website and through Google+.” As many as 5,000 people watched the online stream (SFBAY.ca, 10/26). Another estimate had as many of 7,000 viewing online, "on a day when the NBA was watching to see if the Warriors’ experiment would work" (S.F. CHRONICLE, 10/27). The Warriors are "the first team to put on this type of interactive event in coordination with Google+ Hangouts." California-based Pixel Corps assisted with the production of the program (WARRIORS.com, 10/27).

The Army National Guard has "extended its sponsorship" of Dale Earnhardt Jr.'s No. 88 NASCAR Sprint Cup Series car through the '14 season, and will be the primary sponsor for 20 races, "including the Daytona 500" (AP, 10/25).

EPL club Manchester United has "apologised after fans complained a logo on a promotional email sent by the club resembled a swastika." ManU Head of Media David Sternberg: "The creative is completely inappropriate" (GUARDIAN, 10/27).

Watkins Glen Int'l Speedway President Michael Printup "has been talking with a current F1 team about using the storied 3.4-mile road course as an offseason test track" (Corning LEADER, 10/26).

U.S. skier Lindsey Vonn will sit for a live interview with Matt Lauer on tomorrow's episode of NBC's "Today" show (NBC).

SNY has added Mike Westhoff to its on-air Jets coverage "for all road games," effective today (NEWSDAY.com, 10/25).

"Our people, and I know it’s been written over and over again, I'm very comfortable with what they did and how they did it. ... I've been in baseball now 50 years and I thought I had seen everything. But apparently I hadn't" – MLB Commissioner Bud Selig, on how the league handled the Biogenesis investigation and the appeal process surrounding Yankees 3B Alex Rodriguez (THE DAILY).

"Do you have anybody trying to take your job? ... My job, basically, with Steve was to make sure he stayed behind me" – Joe Montana, joking about his relationship with fellow Pro Football HOFer Steve Young during the latter part of his career with the 49ers (S.F. CHRONICLE, 10/27).

"All horses look alike when you're not used to being around horses" – TBS' Conan O'Brien, while filling in as track announcer during a six-horse race at Santa Anita on Friday (BLOODHORSE.com, 10/25).

"It's sad to see" – Red Sox OF Quintin Berry, on his status as the only African-American on either team's roster in the World Series (LATIMES.com, 10/26).

"The 3 just dumped me, and that’s exactly the reason I’m leaving RCR because you have these kids coming up that have no respect for what they do in this sport. Everything’s fed to them with a spoon. ... It’s a shame you’ve got to get taken out by some rich kid like that” – NASCAR driver Kevin Harvick, speaking about Ty Dillon, grandson of Richard Childress, following the Camping World Truck Series Kroger 200 at Martinsville Speedway yesterday ("Kroger 200," FS1, 10/26).

"When those emotional situations come about, you say things that you really don’t want to say. I just want to apologize to all of those guys" – Harvick, addressing yesterday's comments in an interview today ("NASCAR Raceday," FS1, 10/27).

"Doctors don't understand our sport. They never have and they never will. Doctors aren't risk-takers. We are. That's what makes our sport what it is and when you get doctors involved, it waters down our sport" – NASCAR driver Brad Keselowski, on new concussion testing policies for Sprint Cup Series drivers (USATODAY.com, 10/26).

The SEATTLE TIMES' Jayson Jenks writes under the header, "How The Seahawks Were Saved From California's Clutches." Jenks: "If not for billionaire Paul Allen and a desperate effort to save Seattle's NFL franchise, the Northwest would have been robbed."

The N.Y. TIMES' Greg Bishop addressed the situation at Grambling State Univ., "A Proud Football Program At Risk." Also, a TIMES editorial suggests Grambling athletes "should consider the state government" when looking for somewhere to place blame. Meanwhile, the WASHINGTON POST's Sally Jenkins offers, "College Football Promises Gold, Often Delivers Only Mold." 

Elsewhere:

• Kendall Gill offers first details of the punch that cost him his job at CSN Chicago
• Former NFLer Brendon Ayanbadejo's "expanding role as an gay-rights activist"
• Patriots WR Julian Edelman offers lessons on effective use of social media

SI's Richard Deitsch: "MLB Net is finally showing the umpires press conference. You want to be the baseball network of record? You show that presser live."

Seattle Times' Joshua Mayers: "Sounders will average over 44,000 fans per game this year. That'd be 3rd in Spain (behind Barca, Real Madrid), 2nd in Italy (behind Inter)."

Yahoo Sports' Les Carpenter: "The reason Missouri built such a fine journalism school is that it needed great writers to tell the story of heartbreak."

SI's Grant Wahl: "Other current players who could be good TV analysts: Brad Friedel, Jay DeMerit, Brad Guzan, Landon Donovan, DaMarcus Beasley, Nick Rimando."

Freshwire Dir of Strategy & Analytics Brian Gainor: "This new @BarclaysFooty #YouAreFootball spot is tremendous. U.S. teams / leagues need more of this global focus."

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