If you read the article, "ATT WiFi is everywhere in the building". That is referring to ATT augmenting their 3G network via WiFi. All their WiFi enabled smart phones look for an SSID named attwifi. The layer three gateway of that network triggers the phones to submit their phone number to that gateway, which looks it up in the ATT subscriber database and grants access if you have a data contract with them. That alone will account for many, many thousands of users. Doing that is significantly cheaper for ATT than bringing in a huge number of additional cell sites (which they have to do, anyway, to augment their voice network) and provide a lot of bandwidth to the sites to allow for increased data usage. You can cram a lot of phone calls into not a lot of bandwidth, but if the NFL is running interactive apps on smart phones as outlined in the article it's a lot cheaper to use the existing WiFi network than to temporarily augment the physical infrastructure beyond what is required for increased voice usage.
Add to that the media areas where the press will be using laptops and smart phones, as well as all the VIPs running around demanding network connectivity in some form.
During the game usage possibly won't be all that high. But the hours before and after where there's still plenty of people in the stadium (more than just a few thousand) there'll be quite a lot of users.
Sure, that is just an opinion, but - I know, fallacy of defective induction - I have provided public WiFi at some rather large events, including recent ones. The trend in data usage is clearly going up, and sharply so. The number of clients is increasing fast, and clients are consuming more and more data.