More than anything, this is just bad timing. The league's contract is up at a time when the business model MAY be changing, with all of this "cord cutter" and "a la carte" talk.
The league will get less, but so will the other leagues as their deals expire. The smart thing to do is to try to get synced up, because (the Big 10 is up next year and will then get synced) all the deals will next expire in the middle of the next decade, when, IMHO, the next "Great Realignment" will happen.
(Also remember that, to settle a bogus lawsuit, the league pretty much gave the championship game rights to ESPN. That deal is over so now we can add our most important game into the rights package.)