The NFL is "testing innovations like tech-enabled clothing and on-field tablets," according to Lauren Johnson of AD WEEK. While some argue that such devices have "limited marketing potential," NFL Chief Information Officer Michelle McKenna-Doyle sees wearables as an "opportunity to improve second-screen advertising, which has been slower to take off than many had expected." McKenna-Doyle said, "Our broadcast and our broadcast partners obviously create big ads to sell during our games. I think there’s a lot of that that can still develop online (like a second screen) or a call-to-action that might happen during the actual commercial, but then you actually do it on a wearable device or something so that you don’t have to think about doing it later. Perhaps there’s something on your arm or even your body." She added, "We’re doing different tests with shoulder pads; we did it all last season and we’re testing for others this season. A lot of our partners like Nike and others are building it into clothing. We’re looking at, well, what can we put in jerseys for our fans? We’re looking at putting ticketing entrance (into the in-game experience). Maybe it’s not a paper ticket or your phone -- it’s something you wear" (ADWEEK.com, 7/11).
