Just gonna vent here for a second.
I used to work in a tangential area, clearing footage for TV shows--say there's an episode of "NCIS" where they follow a suspect into a bar, and there's a football game on the TV in the bar. My job was to find the footage to play in the TV. And the NFL was the worst. Like, not only are the rights expensive... I get that. But, they did not, ever, license even the logos to be used for a period any longer than 9 years (IIRC).
So, let's say there's a scene where a character is wearing a Dallas Cowboys T-shirt with the team logo on it. The NFL would give us the right for 9 years, only. After 9 years, the parent company would have to re-negotiate the license for another 9 years in order to continue to show that episode in re-runs. Now, obviously, after 9 years, you can't just go back with the same actor and re-shoot that scene. You'd be stuck paying whatever price the NFL demanded.
Rights on NFL were always a clusterf###. Hate those guys.
I became a huge fan of the USFL, long dead, but looked close enough for an out-of-focus TV in a background, and they couldn't make any demands on rights issues. Flat fee and you could use all you wanted. I'd just pick a random 30-year-old game and play it through the TVs all the time.