As part of a plan to attract more fans to games, the NFL will allow ticket holders to peek into the locker rooms of the home team, according to Ad Age. The league is mandating that all teams install cameras in locker rooms this season; footage will be shot prior to the game and during halftime.
Teams will be able to decide independently on a number of factors: whether they use the video on replay screens and team apps, if they want to sell sponsorship opportunities to advertisers, and whether they want to provide audio in addition to video.
From the Ad Age report:
Currently, during half time and pre-game, stadium-goers see NFL highlights and commercials from sponsors. At the IMG Conference sponsored by SportsBusiness Daily/SportsBusiness Journal, NFL Executive VP Eric Grubman said the move is all about giving fans who pay for tickets something extra to keep them coming to live games.