From analytics to Lil Wayne, here's how Chicago tech companies are getting involved in the Super Bowl

by Andreas Rekdal
February 3, 2016

While you're deciding between making nachos or chili for Sunday's Super Bowl, Chicago tech companies are gearing up for their participation in the big game. 

We've rounded up the companies to be on the lookout for leading up to — and during — Sunday's game.


We're in the heart of downtown Chicago, steps from the Riverwalk, bars/restaurants & cultural attractions, complete with a CTA stop in the building!
is predicting the outcome

There’s no shortage of voices out there speculating as to which team is going to win Sunday’s game, but few post their confidence about the outcome to the tenth of a percentage point. STATS did. Placing the Panthers’ odds of winning at 64.6 percent, STATS’ projection is based on 10,000 simulations based on weekly updated stats about the teams.


has an ad featuring Lil Wayne

Online apartment marketplace Apartments.com (now part of the CoStar Group) is hitting the national airwaves with a minute-long ad featuring founding father George Washington and rapper Lil Wayne. The company has already released the ad online, so you can watch it above if you want to beat your friends at the “guess what this ad is for”-game.


will track players on the field

Although best known for its logistics software that helps businesses improve productivity, Zebra is also the “official on-field player-tracking provider” of the NFL. In this function, the company helps teams and broadcasters capture how players navigate the field. In addition to gathering and displaying real-time stats and route information for viewers, the technology is used by coaches to enhance their strategy.


will also be advertising

In recognition that a significant number of Americans watch the Super Bowl for the ads, Guaranteed Rate — a Chicago-based online lender with 175 branches nationwide — decided to go all in on the year’s biggest television event. “Investing in strategic marketing campaigns has paid off tremendously for us already, and we expect this spot to deliver even greater exposure and results,” said president and CEO Victor Ciardelli in a statement. The ad will be aired in Chicago, Boston, Tampa, and Salt Lake City.

Outside of the tech sector, Chicago-based brands including Skittles (the favorite snack of running back sensation Marshawn Lynch), and WeatherTech will run ads produced by Chicagoland ad companies during the primetime event.

Images and video via STATS, Apartments.com, Guaranteed Rate and Zebra technologies.

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