I'd heard it attributed to the owner of the Chiefs and Steven Seagal can't act, either.
Trump didn't just say the owners should fire the kneelers, he also complained about all the penalties in the NFL and said the fans should leave at first sight - those two statements are probably what got Kraft and them going, that's hitting them right in the pocketbook.
The thing they all forgot is that the fans are their ultimate customers and the customer is always right. If they see the kneeling as insulting to their core values, nothing the owners can say or do will change that. The NFL may think they are too big to fail but bigger things have been brought to their knees forever. Best thing they could do is to fire Roger (self-serving) and do a mea culpa if this doesn't blow over within days, little time left.