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the NFL just NOW made their rule and case book available
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I seem to recall seeing NFL Rulebooks at a Barnes & Noble or other such bookstore several years ago. It was nearly a year out of date and was tucked in with other football books.
As far as the Fed goes, I guess anyone could have ordered books from the NFHS store. Its been online for quite sometime and before that I remember them having order forms. Its not that they weren't available so much as accessible. They've even got an app now for your Android and I guess iPhones too- $5.99. My guess is martketing isn't their strong point or a major emphasis for their staff.