NEW YORK, NY -- Roger Goodell's been so hard to find lately, his mug should have been on a milk carton.
Let's face it, the commish is not the most popular guy around these days. Just last night, a banner reading "Goodell Must Go" flew over the Buccaneers-Falcons game.
He's taking a lot of hits over the way the league has not tackled domestic and family violence incidents involving its players.
"I got it wrong in the handling of the Ray Rice matter, and I'm sorry for that," the NFL boss said during a press conference Friday. "The same mistakes can never be repeated. We will do whatever it is necessary to ensure that we are thorough in our review process and that our conclusions are reliable. We will get our house in order first."
So no, finally it looks like Goodell is finally trying to make good.
Goodell went on to say he's teaming up with the National Domestic Violence Hotline and the National Sexual Violence Resource Center.
"We strongly, strongly condemn and will punish and will punish behavior that is totally unacceptable."
Goodell also says there'll be education training for everyone in the league, starting within the next 30 days.
"There will be changes to our personal conduct policy. I know this because we will make it happen."
But what took so long to get his attention? Guess someone had to hit him where it hurts.
Crest is pulling out its Breast Cancer Awareness Month initiative with the NFL. The Pentagon says it's reviewing whether it should keep spending millions advertising on TV during games. Even Anheuser-Busch is worried about being too closely tied to the NFL.
You know things are bad when two things with their own domestic violence issues want their distance.