Perhaps most troubling of all, NASL owners were spending sums on player salaries that could not be covered by league revenue. Whereas NFL owners in 1980 were spending on average 40% of the team's budget on player salaries, NASL owners were averaging over 70% of their budget on player salaries. The Cosmos in particular, owned by Warner Communications, were spending lavish sums on player salaries, and while other teams—such as Los Angeles, Jacksonville, Portland, Toronto, and Montreal—that were owned by major corporations could keep up with the Cosmos, owners without deep pockets could not keep pace with the spending levels. Owners spent millions on aging stars to try to match the success of the Cosmos, and lost significant amounts of money in doing so.