Basically, the NFL disrespected Americans by condoning disrespecting the flag and our anthem with letting these renegades do what they want. The forgot that they have a product to give the audience, and they quickly found out that some of the audience left them.
Myself, I won't watch the San Francisco 49ers play anymore because of their disrespect.
Like any business, they have a require that their players, coaches and staff honor. Swear, dance in the endzone, you get a fine. Disrespect the flag --- that is ok.
It has nothing to do with free speech, these players can do that on their off and private time, but when you represent a team, you have to think of the team, not yourself.