“I was taught as a kid,” Flintoff later explained, “always respect the opposition first and celebrate after. Until Rooney’s diversity committee came up with the Rooney rule in 2003, those candidates were almost always white. Rooney spearheaded the team’s commitment to continuity and stability. Lifetime’s parent company, A&E Networks, has invested in the league as a sponsor and a partner in a new media venture that has already revamped the league’s official site.