It keeps getting worse for Roger Goodell.

On Tuesday, the NFL commissioner adamantly denied that even a single soul at the league office had seen the disturbing Ray Rice knockout video.

On Wednesday, a law enforcement official told The Associated Press that a DVD had been sent directly to someone at NFL headquarters.

This new twist could be a game-changer for the embattled commissioner.

The person who sent the video – which captures then-Baltimore Ravens running back's one-punch knockout of Janay Palmer inside an elevator at an Atlantic City casino hotel – also shared a voicemail of an unidentified woman, who confirms receipt of the DVD and concludes, "You're right. It's terrible."

Explain that, Commish.

Is it conceivable that someone at 345 Park Avenue could have watched the atrocious video and NOT shared it with Goodell or someone else with clout?

In a statement, the NFL again reiterated that it was "not aware of anyone in our office who possessed or saw the video before it was made public Monday."

But each time the NFL repeats its position, it's another blow to the credibility of how business is conducted at NFL headquarters under Goodell's watch.

And it increases the heat on this commissioner like never before, despite solid support from the owners, especially the power brokers.

Goodell, who succeeded Paul Tagliabue in 2006, has helped NFL team owners rake in such a pile of cash that he earned more than $44.2 million in salary, bonuses and other compensation last year.

Yet Goodell has the look of the proverbial man with his pants on fire.

And he must be held accountable.

During an interview with USA TODAY Sports columnist Christine Brennanon Tuesday, Goodell insisted he wasn't worried about his job.

Upon hearing early Wednesday that Terry O'Neill, president of the National Organization of Women (NOW), joined assorted critics in calling for Goodell's job, I didn't think his botched handling of the Rice case could possibly be the tipping point that would result in his ouster.​But the ever increasing scrutiny and growing spotlight on his mismanagement of this saga has significantly damaged Goodell's reputation, leading to questions about the "standards" he often cites when disciplining players.

What's the standard for Goodell?

His image took a hit with the New Orleans Saints bounty scandal in 2012, when the severe penalties the NFL imposed on four players were ultimately vacated by the mutually-agreed arbitrator Tagliabue. The league's case was weakened by holes in the evidence.

Now, there are new questions about the evidence from the Rice case _ what did the league know and when did they know it?

As this case drags on – casting an ever growing dark cloud over the league and leading national newscasts – Goodell and the league find themselves in an uncomfortable position _ telling a story that no one believes.