Microsoft and the the National Football League (NFL) have announced a new five-year partnership deal believed to be worth $400 million.
Microsoft is hoping to leverage their collaboration the NFL to raise the profile on their Surface tablets and Xbox One game console while the league wants to enhance the "NFL Experience" for the fan while modernizing the game.
"From the use of instant replay to the yellow first-down line that has become an important element of the at-home television viewing experience, the NFL is committed to leveraging technology to improve our game for coaches, players and fans,"said NFL Commissioner Roger Goodell. "We're thrilled to be teaming with a true innovator like Microsoft to shape the future of the NFL game experience both on-field, and in the living room."
Coaches will be allowed to use Surface tablets, in the sidelines, and see replays in real-time, as opposed to relying on the stadium monitors. Microsoft branding will be on display on the hood of the referee's on-field replay station, as well as signage on the sidelines.
The software company will become the "The Official Sideline Technology Sponsor of the NFL" and the Surface be branded "the official tablet" of the league.
Teams using the Apple iPad, which has gained popularity in lieu of playbooks, will still be allowed to use the device but all Apple logos must be covered up, according to ESPN sports business reporter, Darren Rovell.
The deal allows for some flexibility as technological advances are made. The NFL and Microsoft hope to evolve the game to the point where players are reviewing in-game photos from different camera angles directly from the sideline and coaches are calling plays off their Surface tablet.
"When you think about the sidelines, what is most important for us is how you make the game of football better, make what the coaches and players do better, using technology but preserving the competition," said Brian Rolapp, chief operating officer of NFL Media. "You can start with how we communicate with each other, whether it's game officials or coaches. Coaches can look at formations as they develop. We'll look at how do you do the still photos better, get more into real time? Is there a more efficient way to give replay officials a way of doing reviews better through technology?"
The NFL on Xbox initiative will incorporate Microsoft's products such as Skype and SmartGlass, as well as technology worn by the players, to give fans a more interactive and exclusive viewing experience. The software giant will also introduce their own fantasy league platform which will allow viewers to access their teams while simultaneously watching live games, using Xbox's Snap feature.
"When we started working with Roger Goodell and the team at the NFL we knew that we could create great new experiences that fans would love," Microsoft's president of Interactive Entertainment Business, Don Mattrick, said in a statement. "For fans, the NFL on Xbox will provide the most complete way to enjoy live football by bringing the first fully-integrated fantasy football experience to the TV, exclusively through Xbox."