Welcome to Seeking Alpha's Wall Street Breakfast, where we cover the top news for investors every morning.

Thanks for joining us on this Thursday, September 4th. I'm Julie Morgan.

Here's what we're following this morning. Football season kicks off with big money on the line.

American Eagle finds its stride with star power,

and gold just keeps on climbing. Let's begin with football. The NFL season kicks off tonight

with the reigning Super Bowl champions versus America's team. The Philadelphia Eagles will host the

Dallas Cowboys in a game that is far too late for me to watch,

but of course I'll be watching with an 820 kickoff on Peacock and NBC. Advertisers have obviously

been getting ready for the start of the season as NBC Universal confirmed on Wednesday that

spots for the NFL season are 90% sold out and the

2026 Super Bowl is already fully booked. The Comcast property will air tonight's opening

matchup as well as Sunday night football broadcasts in Super Bowl 60 in early February. After

tonight, Thursday night football will stream on Prime Video. NBC executive vice president

Peter Lazarus said in a statement that the demand for advertisers across the Super Bowl and the

20th season of Sunday night football has made this NFL season their highest grossing to date.

Of course, football and betting also go hand in hand.

Americans are expected to place an estimated $30 billion in legal sports bets on the 2025

NFL season through U.S. sports books such as Draft Kings, Fandul, and BetMGM.

If you like the football talk, we're taking a deeper dive into the economics

of football in today's edition of the Wall Street Breakfast newsletter. Sticking with the topic of

advertising, an ad campaign that sparked controversy has given one brand and business a reset.

American Eagle Outfitters is up 24% in pre-market action,

...