He is a wordy Communist, who probably was converted to his un-American philosophy by some Leftist professors. When he campaigned for Hillary in his newsletter, millions quit buying his products. That is not the road to success.
I think Penzeys benefited from "any publicity is good publicity" rule. By dissing Trump and conservatives, Penzeys got a lot of publicity. Even though conservatives abandoned him, the additional publicity got them lots of new, lib customers.
The NFL, however, had topped out on publicity. There's no untapped group of people who don't already know about the NFL. Everybody had already made their knowledge-based choice about whether to be a customer/fan. Bad publicity only has a downside for the NFL.