The NFL set up a sophisticated micro-location beacon network in Times Square and the MetLife Stadium in New Yorj City during the Super Bowl. The technology was set up as part of an experiment that saw personalized ads sent to football fans during the Super Bowl.
The NFL's general manager of mobile Manish Jha said the power of beacin technology is its ability to "connect the real world, the brick-and-mortar world, with the virtual world with a level of granularity that hasn't existed before." The NFL's beacon rollout uses inexpensive Qualcomm Gimbal beacons.
The NFL is one of several major sports leagues including the NBA and MLB that are all keen to leverage beacon technology in their stadiums to allow for increasingly personalized ad targeting as well as an enriched fan experience.