This year, the Reese's Senior Bowl, an annual all-star football game for graduating college athletes, used radio frequency identification technology during practices and the game to understand player participation, exertion and movement, as well as how practices and team strategies might be improved. Active ultra-wideband (UWB) tags and readers fed data to software that calculated details such as how fast each player was running, how close other players were to that individual, and the velocity and rotation of a thrown ball, as well as how high, fast and far it traveled. The system used is an example of how RFID can provide big data that can optimize performance and is directly relevant to the optimization of business processes.