Friends with new NFL Commissioner Pete Rozelle, a former public relations executive, Sherman saw merit in Rozelle's strategy to increase the NFL's value by increasing its television coverage, franchises, and entertainment marketing, which would expand NFL rights fees and revenues. Sherman developed himself into the first media-savvy professional coach. It was his policy to face the press regularly and answer questions with candor (but never knocking his players). He conducted never-before-done daily press conferences during training camp and, every Monday morning after a game, presented game film clips and evaluations. He held a big Christmas party for all of press, even his critics. Some critiqued Sherman as sometimes being "very Madison Avenue-ish."