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It all has to do with branding. The NFL marketing staff probably did focus groups that heard he term NFL (with its weak sounding "N") and then heard the full name and the conclusion was likely that the full name was better at promoting brand awareness. Now this is not the same as people at home or us using the term ourselves which is the more common NFL and you are correct that there is no confusion.
An outfit like the NFL will take brand awareness very seriously and so all broadcasters will have their rules set out for them.
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