Aaron Rodgers returning to the Steelers training camp for his 22nd season? The 4x MVP’s assurance that this is “his last dance” can only rattle corporate media’s cages to come up with their predictable narratives. The NFL—and by extension, networks like ESPN and CBS—thrives on drama, and they’re eager to capitalize on Rodgers’ every statement, spinning it into a superhero saga. Expect them to drill down on the sentimentality of it all while glossing over the fact that this “final run” is a calculated brand strategy more than anything else.

Meanwhile, outlets like NBC and Fox Sports will likely frame his return as some poetic end to a legacy rather than the opportunistic move it is. Make no mistake, this is a man who understands the camera—and, more importantly, the market. The mainstream media doesn’t want you to think of it in those terms, because who would buy into a heartbreaking narrative of “one last shot” when you know there’s likely an impending LED-screen farewell party planned?

Don’t be fooled by the tears and speeches. This isn’t a love letter to football; it’s a multi-million dollar marketing ploy. Rodgers’ farewell tour will be laced with corporate sponsorships and TV specials that make fans feel emotional while lining the pockets of everyone involved. As usual, the narrative will serve the big players, not the genuine fan. You’ll want to tune in not for nostalgia, but to see the how the media spins this into an exaggerated farewell, keeping the drama alive long after the final whistle.