NFL Distances Itself From Evolv

While an Evolv sales manager touted Evolv's use at "the perimeter of the Super Bowl" and "will be doing [screening at] the NFL draft," the NFL responded to IPVM, distancing themselves generally and specifically from both claims.

In this note, we share and examine the NFL's feedback, the role of pro sports teams in Evolv's marketing, and the security implications of Evolv's recommended gun-missing approach for sports stadiums.

Evolv Claims Protecting Super Bowls, NFL Draft

In a January 2024 presentation, an Evolv sales manager cited the Super Bowl as an event where Evolv detectors were set to deliberately miss guns to reduce false alarms:

So where we've used like a B setting is at the perimeter of the Super Bowl. So we wanted to make sure nobody coming into this enclosed area had a press trigger bomb or an AR-15. But you know, maybe they had, you know, a 38 [caliber pistol].

IPVM examined Evolv's strategy of trading gun detection for throughput in greater detail here: Evolv Supports Missing Guns To Reduce False Alarms

The sales manager also touted that Evolv would secure the upcoming NFL Draft event, adding that Evolv has "done a fair amount of Super Bowls" in the past.

See his comments excerpted from Evolv's presentation:

NFL Denies Evolv Super Bowl, Draft Use

A statement from Tim Schlittner, NFL Director of Communications, asserted that - contrary to having done "a fair amount of Super Bowls" - Evolv has "never done gameday perimeter security at any Super Bowl." Furthermore, "They are not contracted to work at the upcoming Draft."

Evolv did not respond to IPVM's request for comment on its claims of NFL use and the NFL's response.

IPVM spoke to individuals who attended Super Bowl LVIII in Las Vegas, NV, in February 2024, who confirmed Evolv was not used at the game. However, a single Evolv detector was used at the "NFL House," a Super Bowl-affiliated VIP "drop-in hospitality area" held at the Brooklyn Bowl event venue, where a company might hold "a keynote address or business presentation."

An event services company that worked on the NFL House showed the Evolv detector in a video on LinkedIn:

NFL Distances from Evolv

Beyond addressing Evolv's claims, the NFL's full statement generally distances the League from Evolv:

The NFL acknowledges they have "done trials with Evolv" and it has "a relationship with some teams," the NFL says Evolv has "no regular involvement in league security efforts" and emphasizes that their security checkpoints include "metal detectors and bag checks."

A sports league distancing itself from Evolv is notable given the company's heavy emphasis on its professional sports team and stadium customers in marketing to lend credibility and visibility to its product, such as those in the NFL:

As of January 2023, Evolv claims "23 major league sports teams across the NFL, MLS, MLB, and NHL," with several added since. Footage of patrons entering a Tennessee Titans game is the first thing Evolv shows upon loading its homepage:

Contrary to the NFL's statement, professional sports teams and arenas have often provided enthusiastic endorsements of Evolv. Evolv's homepage also shows three professional sports team testimonial videos, and Evolv routinely quotes team executives speaking positively of its detectors.

Sports Teams Used To Sell To Education

Evolv uses sports teams, which is only a fraction of Evolv's sales, to sell to education, which is, by far, Evolv's largest market. Evolv's video below shows how Evolv uses its "partnerships" with sports teams to justify schools paying for Evolv:

That video repeatedly cites school officials and students emphasizing that Evolv's use in their favorite sports team proves this should be used in schools. (Schools, though, have far more problems for Evolv, given students carrying laptops, eyeglass cases, water bottles, etc.).

Indeed, Evolv is currently running an "Evolv in Action Tour" with stops at the stadiums for the New England Patriots, the Cleveland Browns, and the Atlanta Falcons of the NFL.

Risks For Pro Sports Teams

For the NFL and possibly other leagues/teams in the future, associating with Evolv may be increasingly less appealing. When customers publicly tout Evolv use, they should be able to assure guests of strong security, which is more difficult now that Evolv's strategy of missing weapons has been exposed, on top of the two federal investigations of the company.

Additionally, it is a fair assumption that the NFL is not pleased with Evolv falsely claiming it protected "the perimeter of the Super Bowl" at a setting that it said misses many guns.