Pittsburgh Steelers wide receiver Antonio Brown (84) does a celebration dance in the end zone after scoring a touchdown against the Washington Redskins in the third quarter at FedEx Field.

Geoff Burke / USA TODAY Sports

WATCH: Do Players Really Care About Touchdown Celebration Rules?

What was the NFL's real objective in this season's rule changes?

Kyle McCann
December 04, 2017 - 10:58 am

Is the No Fun League finally getting hip to understanding the entertainment value of their billion dollar business? Sure, it's sport. Sure, all of our dads and coaches have said, "act like you've been there before." Sure, you don't want to gloat. However, some of our favorite memories of football were and are the outrageous celebrations -- from the Ickey Shuffle, the Lameau Leap, and the Dirty Bird to Terrell Owens' Sharpie and popcorn to Ochocinco's HOF jacket

Of course, a steady decline in television ratings is likely also behind the NFL's decision to relax their, relatively, established excessive celebration rule for the upcoming season. Players are now allowed to use the ball as a prop and celebrate as a group. Commissioner Roger Goodell says the decision was made after the league discussed the matter with more than 80 active players. However, teams will still be penalized for celebrations that are too long.

Also new this season, overtime got reduced to 10 minutes from 15 minutes. The league said that was in an effort to improve player safety.