The NFL is “immediately implementing a sweeping domestic violence initiative that calls for a six-game suspension for a first offense and a lifetime ban from the league for a second offense.” The measures, announced in a letter from NFL Commissioner Roger Goodell, “apply to all NFL personnel.” The toughened stance is “due in part to widespread criticism Goodell received” for handing down a two-game suspension to Ravens RB Ray Rice (ESPNW.com, 8/28).

Goodell, referencing Rice’s suspension, wrote, “My disciplinary decision led the public to question our sincerity, our commitment, and whether we understood the toll that domestic violence inflicts on so many families. ... I didn’t get it right. Simply put, we have to do better” (NFL). Read the full letter.

Reaction to the news is pouring in on Twitter. CBSSports.com's Jason La Canfora: "Kudos to NFL for drastically revamping it's punishment scale regarding domestic violence." The MMQB's Andrew Brandt: "Am told of several recent NFL meetings with domestic violence advocacy groups, education about vast underreporting, impacts, etc." FS1's Mike Garafolo: "Attention: College players. Goodell says domestic violence incidents prior to joining NFL could mean increased discipline for 1st offense." Pro Football Talk's Darin Gantt: "The NFL is serious about domestic violence. Now."

Meanwhile, Hyundai's college football campaign will feature TV, print, radio and online ads. In a new national spot titled "Hands," the automaker focuses on the many hand gestures fans use to show off their team pride, i.e., Florida's "Gator Chomp" or Texas' "Hook 'em Horns." The new ad will air during each of the 18 SEC on CBS national games this season. Hyundai also developed 17 regional ads with each of its partner schools where a dealership is available to sell the deal by leveraging collector's items. Hyundai will use the hashtag #ThisIsLoyalty to promote the campaign on social media (Hyundai).

Navy today announced that its football team will wear special Under Armour-designed uniforms inspired by the Navy Summer Whites military uniform for Saturday's season opener against Ohio State. Additionally, the team will wear solid white cleats as well as all-white gloves. For the first time, uniforms will vary from player to player, with each athlete wearing their specific rank on the field, depicted in the shoulder board and pant leg design of each uniform (Navy).

Rogers today announced new broadcast talent for coverage of the '14-15 NHL season. Rogers will employ a total of 39 on-air personalities for its telecasts of more than 500 regular-season games across nine networks. Glenn Healy, Kelly Hrudey, Mike Johnson and Darren Pang will serve as game and studio analysts. Craig Simpson, Garry Galley and Drew Remenda (Oilers) will be game analysts, while P.J. Stock will be a studio analyst. Leah Hextall will host studio programming, with Cassie Campbell-Pascall as a rinkside reporter. Rick Ball will provide Flames play-by-play (Rogers).

The Phillies today in a statement said that President & CEO David Montgomery is taking a medical leave of absence as he continues to recover from jaw cancer surgery that occurred in May. Phillies Senior Advisor Pat Gillick will assume Montgomery's duties during the leave (Phillies).

Next Healthcare today announced that NFL Cardinals WR Larry Fitzgerald will help launch CelBank PRO, a regenerative medicine product intended for pro athletes (Next Healthcare).

RapidForce today announced an endorsement deal with tennis player John Isner, who is using the brand's support and pain relief adhesive application as he competes in the U.S. Open (RapidForce).

Canada-based sports nutrition company BioSteel today unveiled a digital version of its ad featuring rookie T'Wolves F Andrew Wiggins. The spot was shot at Wiggins' high school in Vaughn, Ontario (BioSteel).

“Analytics don’t make the decisions for you. Analytics help you make better decisions” – MLSE President & CEO Tim Leiweke, on recent hires in the Maple Leafs front office being noted for their penchant for analytics (TORONTO SUN, 8/28).

"I'm not gonna keep chasing a ring. My body feels good. I'm gonna like being nice and cozy in a studio" – CBS' Tony Gonzalez, who said several NFL teams have contacted him about possibly playing this season (USATODAY.com, 8/28).

ESPN's Chris Fowler: "Transition day! the #USOpen booth until 12:25am. Now on the CFB trail to Stillwater to see the Pokes, FtWorth tonight.Hectic/fun week."

National Post's Sean Fitz-Gerald: "Outgoing CFL commissioner Mark Cohon, on radio in Halifax, dances briskly around questions of any interest he might have in the job at MLSE."

ESPN's Adam Schefter: "Browns official to @PatMcManamon on Josh Gordon to CFL: 'He can’t per his nfl contract…and you can say a source says he can’t…'"

Wall Street Journal's Kevin Clark: "No one wants to go to college football games. Remember when schools killed rivalries & tradition thinking no one would care? Well, they care."

If you see a tweet we will not want to miss, send it to us at editorial@sportsbusinessdaily.com.

Univ. of Missouri Chancellor R. Bowen Loftin posted this image and asked for suggestions of what to name the piece of ROTC equipment that will appear at athletic contests.

SI.com's "Extra Mustard" created this video in which former NFLer Chris Kluwe serves as a different kind of fantasy football commissioner, doing his best Gandalf impression.

20,000 – Pounds worth of equipment and supplies Penn State is taking to Ireland for Saturday's game against Central Florida in Dublin. There are "more than 9,000 items, more than 500 lines' worth of inventory on Excel, and it all barely fits into a 53-foot tractor trailer" (ESPN.com, 8/27).