The deal with Teletrax provides a service that digitally watermarks broadcasts, allowing the U.S. sports league to track who is watching what portion of any game, for how long and what they are viewing. It can also detail which sponsor logos are captured in the background of shots showing players celebrating game-winning home runs . . .
. . . At this year's All-Star Game, using the Teletrax technology, baseball could see that Seattle outfielder Ichiro Suzuki's inside-the-park home run -- the game's first ever -- was the most popular TV clip, Scott said. As he rounded the bases and celebrated with teammates, the clip included a Bank of America insignia, something the league could tout with the bank. In the future, such detailed feedback could be used to improve the money baseball can derive from its sponsorship deals.
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