NFL fans going to Wembley later this year might be able to find a interesting way to spend their time during all those stoppages that some British people complain about when watching American football.
The NFL recognised more than two years ago that technology was making it easier and cheaper for fans to get a great game-day experience by staying at home rather than buying tickets.
Therefore, to reverse that trend, the league looked to leverage technology as a way of luring fans to the stadium while also devising a new revenue stream for the teams.
The latest development is a new app that the NFL has approved, and it will allow fans to be closer than ever to the action on the field ... as well as the cheerleaders.
Daniel Kaplan of Sports Business Daily reports that the NFL has launched a partnership with the app developer Experience. The collaboration will allow fans to upgrade their seats, score pre- and post-game on-field experiences and even, if they so desire, order cheerleaders to their seats.
The Atlanta Falcons, Seattle Seahawks and Tampa Bay Buccaneers tested the program last season. The app itself won't cost fans any money because its functions will be embedded into the team's app. But experiences such as seat upgrades and time with cheerleaders will require a fee, which is the revenue opportunity for the clubs.
The Atlanta Falcons are one of the teams hosting a match at Wembley in 2014, so London fans will hope to benefit from these extra experiences, although it is still unclear whether the app and technology will be able to be used in the UK.
These app-activated experiences varied by team. Seahawks fans could kick field goals after the games while the Falcons allowed users to avoid long waits to get into the stadium. The Falcons branded each experience a "Memory" and said they sold about 800 per game.
As many as half of the NFL's teams may be on-board with the app during the 2014 season.
The Jacksonville Jaguars and the Oakland Raiders are the other two teams playing 'home' games in London in 2014.
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