@iclearwater,
The reference appears to be to football, where the entire mission is to keep "advancing the ball," play by play, yard by yard, until they enter the end zone and score a touchdown. In the interim, the goal is to at least advance the ball 10 yards every 4 plays (or less) for a "first down" which gives you the right to run 4 more plays (downs) for yet another first down, and so on. If you fail to advance the ball a sufficient distance, the ball is turned over to the opponent to try to advance "their" ball.