Midway through his rookie NFL season, and Ben Roethlisberger already has his own ring.

You can get his ring, too: The league's wireless-content package includes the voice of the Steelers' starting quarterback announcing an incoming call: Pick up your phone. It's game time.

It's all part of a new business expected to earn the league $40 million in profits next year, or roughly the equivalent haul of the NFL's Internet network. League officials expect hundreds of thousands of subscribers by season's end and possibly several million in the next few years.

The concept was launched in February with 40,000 votes for Super Bowl MVP cast via wireless technology. This year, through official carrier Motorola, the NFL is offering game information, fantasy football data, wallpapers/screensavers and Pro Bowl as well as Super Bowl MVP voting at the touch of a cell phone or wireless button. Select players' voices also are available for ring tones, with Roethlisberger joined by such established stars as Cincinnati's voluble Chad Johnson, Oakland's Warren Sapp, the New York Giants' Michael Strahan, Kansas City's Priest Holmes and Atlanta's Michael Vick.

Roethlisberger sat down for about 15 minutes last week in the media room of the Steelers' South Side facility to record an edition of his personalized ring tone.

Receiver Antwaan Randle El's son recently stumbled across these various voice selections on dad's cell phone, but dad told him to forget it: "I'm not on there."

Backup quarterback Tommy Maddox kidded of the Roethlisberger ring, "No, I don't have that one."

Chris Russo, the NFL senior vice president of new media and publishing, said of the wireless venture: "As advanced phones and services become more popular, the demand for enhanced NFL content -- mostly likely live audio and video highlights -- will increase. We expect continued growth."