This year, the NFL reserved a lot of commercial time to promote itself. The league aired a series of spots built around the idea that NFL is family.
Add that to last year's campaign against domestic violence that many say is part of an image-building campaign that's focused on countering charges that pro football is hostile to women.
And last week, at the first ever NFL Women's Summit, officials announced an extension of the 'Rooney Rule' that aims to bring more women into the league.
For more on how things may - or may not - be changing, we spoke with Jane McManus of ESPN.