As the NFL continues to shop around media rights ahead of the 2022 season, a report in Sport Business Journal details skepticism by some league owners who don't want to sell off a minority stake in the media portion of the league.

The article by Ben Fischer and John Ourand said owners who are leery feel that having total control over such significant league assets like NFL RedZone, the NFL app and NFL Network is a strategic advantage in a quickly-changing media landscape.

The process at this point, according to NFL chief media and business officer Brian Rolapp, remains fluid. Talks are ongoing with a number of potential partners, all with varying interests in the properties the league wants to sell a stake in.

"This isn't a process where you're selling a company and you set a deadline and run an option," Rolapp said. "It's the complete opposite of that. It's more about how do we think of the next 15-20 years, so that necessitates a much different type of thinking and process."

Ultimately a strategic deal, whether it's a deal encompassing everything with one partner or individual deals involving fewer properties and multiple partners, is seen by owners as the best way forward to ensuring maximum profitability.