NFL Twitter account hacked, how big a deal is this going to be?

So this happened today:

It took the @NFL account 4+ minutes to delete this obviously hacked tweet. pic.twitter.com/tyidNhfEDL

— Mark Van Deusen (@LucidSportsFan) June 7, 2016

And the @NFL hack is still happening... pic.twitter.com/OB0EISE9Bw

— Mark Van Deusen (@LucidSportsFan) June 7, 2016

How big a story is this going to be?  As people like to say, the NFL "owns a day of the week."  The account has 19.2 million followers (currently listed as the 63rd most-followed account in existence).  The first hacked tweet, and what I assume was a third hacked tweet, came 10 minutes apart.  I can't even imagine the level of freak-out that was going on in the league offices during those 10 minutes...

New playbooks are in pic.twitter.com/RsZEq07VxQ

— Bleacher Report (@BleacherReport) June 7, 2016

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