The ongoing partnership with the National Football League began in 1973 when the NFL and United Way of America came together to discuss the possibility of using the NFL's network contract airtime to promote United Way during game telecasts. NFL commissioner Pete Rozelle recognized the partnership as a viable means of communicating the good works of United Ways while putting faces on a league of players hidden by helmets. National partnerships with over 100 corporations are formalized through the National Corporate Leadership Program.