Huddle Up is a 3x weekly newsletter that breaks down the business and money behind sports. If you are not already a subscriber, sign up and join 100,000+ others who receive it directly in their inbox each week. Friends, Pro Football Focus (PFF) has become the go-to name in football analytics. The Cincinnati-based company works with all 32 NFL teams and 150 college football teams, including 95% of Power 5 schools. More than 20 million people see their data each week on Sunday Night Football, and the business was valued at $160 million in 2021.