Today, the NFL is the most popular sports league in North America; much of its growth is attributed to former Commissioner Pete Rozelle, who led the league from 1960 to 1989. Overall annual attendance increased from 3 million at the beginning of his tenure to 17 million by the end of his tenure, and 400 million global viewers watched 1989's Super Bowl XXIII. The NFL established NFL Properties in 1963. The league's licensing wing, NFL Properties earns the league billions of dollars annually; Rozelle's tenure also marked the creation of NFL Charities and a national partnership with United Way. Paul Tagliabue was elected as commissioner to succeed Rozelle; his seventeen-year tenure, which ended in 2006, was marked by large increases in television contracts and the addition of four expansion teams, as well as the introduction of league initiatives to increase the number of minorities in league and team management roles. The league's current Commissioner, Roger Goodell, has focused on reducing the number of illegal hits and making the sport safer, mainly through fining or suspending players who break rules. These actions are among many the NFL is taking to reduce concussions and improve player safety.