Super Bowl

A Hunch Doesn't Win the Super Bowl Anymore. Big Data Does.

The unsung star of Sunday's Super Bowl wasn't Seattle's dominating defense, Bruno Mars' halftime show or the flashy commercials. It was data — Big Data, to be exact. Surprised? Embedded in every NFL team's playbook these days is a massive amount of information that teams collect, manage, decipher and store to make a winning drive. Welcome to the era of "datafication" in the NFL.