I never thought I'd ever write a column about twerking. But alas, it is 2017 -- something the NFL recently recognized. On Tuesday, Commissioner Roger Goodell and the NFL announced a few changes to the celebration rules. These included lifting bans of group celebrations, using the ball as a prop after touchdowns, and on-the-ground celebrations (think the infamous snow angel). While there are still acts that the league will frown upon -- and will continue to punish, these changes will certainly prove to be better for business.

Here are seven reasons why twerking (although still a banned form of celebrating), is better for the NFL's bottom line, and yours.

1. It's Viral.

GIFs are a natural part of the sports vernacular. Supporting activity that organically extends into your social conversations is a simple way to achieve critical mass across every social channel.

2. Player Identities Create Allegiances.

With fantasy leagues causing a dismantling of fanhood, more and more of the next generation are fans of individual players versus teams. Allowing players to express their individuality and creativity will deepen player allegiances, their teams and ultimately the leagues.

3. New Brand Sponsors.

Players bring in revenue. Period. While Steelers' Antonio Brown was penalized and fined by the NFL for twerking, Pepsi was airing ads featuring his dance moves. End-zone expressions of emotion can conjure unique sponsorship opportunities that just didn't exist.

4. It Engages the Next Generation.

While other leagues, like MLB, struggle to engage America's youth with a slower paced product, NFL has it and was doing themselves a disservice with fines for excessiveness. In a letter to fans from Commissioner Goodell, the NFL said it "wants to allow players 'more room to have fun after they make big plays." Changing perception of the "No Fun League" creates immense, multi-generational, engagement opportunities.

5. It Strengthens Culture.

In that same letter to fans, Commissioner Goodell said that he spoke with over 80 current and former players on relaxing the rules on celebrations. "Players have told us they want more freedom to be able to express themselves and celebrate their athletic achievements." Giving their employees the ability to see themselves in league changes can have a tremendous impact on strengthening the culture.

6. Fans LOVE it!

The decision to let players celebrate more freely is a long-awaited relief for players and fans alike. One letter addressed to fans, just gave 160M people anticipation for a season that's almost four months away.

Bill Gates once said,

"It's fine to celebrate success, but it's more important to heed the lessons of failure. "

Translation... "Enough 15-yard penalties. Let's dance!"

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