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Zebra Technologies Extends NFL Deal For Three More Years

Zebra Technologies has inked a three-year extension to its NFL sponsorship, maintaining the Chicago-area tech firm’s spot as the league’s exclusive provider of on-field player tracking services. Zebra is the engine behind the NFL’s Next Gen Stats, which include measurements like “average time behind line of scrimmage” for running backs and “average separation” for receivers. Amazon Web Services sponsored the stats when they are shown during NFL broadcasts, but Zebra makes the RFID sensors that go in every players’ shoulder pads and inside the balls, along with stadium sensors.

SBJ first reported in February that Zebra was close to an extension. Zebra VP/Sports Business Development John Pollard said the firm is seeing growth from deeper relationships with individual teams, who are using the data more for their own purposes. Zebra has deals with about one-third of the 32 NFL clubs, which then implants the tech in practice facilities. In '18, all 32 teams received the Zebra data for the first time; they are still not receiving data from the ball. The league maintains total control over use of the data, Pollard said. New this year, Zebra has installed the stadium sensors necessary for its trackers in several new venues, including Tottenham Stadium in London; Estadio Azteca in Mexico City; and Investors Group Field in Winnipeg, which will host an Aug. 22 preseason game.

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