NFL commissioner Roger Goodell says the league will continue to do "everything we can" to improve the safety of football according to the Associated Press. Goodell participated in a lecture and question-and-answer session at the department of exercise and sport science at the University of North Carolina on Wednesday, where the commissioner stood by his plans to continue focusing on NFL player safety.

Goodell is calling for "a culture of safety for every sport" and hopes to have national conversation about player safety and the growing issue of concussions. The commissioner says the NFL "can and must do more to make the game safer", noting the league's recently announced partnership with General Electric to develop ways to improve head protection.

Goodell has focused a lot on player safety as of late and has made many strides to limiting concussions to players, including heavier fines for helmet-to-helmet hits and increased suspensions for such actions.