The jury found the NFL liable. They specifically found the NFL overcharged. The rest is haggling over the amount.
However, the NFL has the best lawyers money can buy. So they used the old "that depends on what the definition of 'is' is" about the term direct to consumer. It's what money can buy. And for a "non-profit," they spend the GDP of a South American country on lawyers. Probably nothing shady about that.