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NFL And IBM Put Together Multi-Million Barter Deal

Two giants are teaming up to convert nearly 80 years of professional football films into digital form to be enjoyed by players, coaches, and fans. (The NFL archive contains 100 million feet of film that dates back to the 1920s.)

The specifics of the barter arrangement were not disclosed, but the deal essentially depends on mutually beneficial ad revenue and service swaps.

In other words, IBM will handle the video transfer project in exchange for the IBM brand being featured prominently at NFL media events, including nfl.com and NFL Sunday Ticket.