Recently, the National Football League announced plans to return hundreds of thousands of dollars received from the United States military for putting on performances and other considerations at NFL games.

According to the report, the NFL will be giving back more than $700,000 of taxpayers’ money paid to various teams for military tributes sponsored by various branches of the service as recruiting tools. NFL commissioner Roger Goodell promised to return the money promptly … on the heels of a massive PR scandal after the payouts were initially reported in 2015.

The issue came to light after a routine investigation of the Department of Defense revealed the DOD could not account for millions of dollars that had been spent. Arizona Senators Flake and McCain dug deeper, determining two things. One, much of the unaccounted-for cash was spent on “legitimate recruiting efforts” while some of it – millions, actually – were paid to various different professional sports leagues for performances and displays at games.

The Senators looked at more than 100 contracts and determined that at least 72 of them were for “paid patriotism.” These efforts included perks ranging from free tickets to pre-game ceremonies, to club seats, center-court seats, and luxury box seats for various service members, including five high-ranking officers.

These revelations triggered an official congressional investigation led by Senators Jeff Flake and John McCain, which disclosed the results of an audit of about 100 marketing agreements between the service branches and various NFL properties over a three-year period.

Goodell promised to give back $723,734 and to oversee closer and more frequent audits into marketing activities by the league and its teams. Interestingly, Sen. Flake praised the NFL’s action in this case.

In a prepared statement, Sen. Flake said, “In all the years I’ve spent rooting out egregious federal spending, the NFL is the first organization to perform due diligence, take responsibility, and return misspent funds to the taxpayers… The NFL’s response to this investigation sets a new standard and only strengthens its reputation as a supporter of our nation’s military service members and veterans.”

While Flake said the so-called “paid patriotism” was a bad thing, he was pleased the NFL chose to pay the money back. Whether or not this action “sets a new standard” is yet to be seen.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.