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Moneyball: UNC-Duke rivalry generates dollars

What's amazing is the way marketers capitalize on Duke-North Carolina, which has become one of the most high-profile rivalries in sports. Corporate sponsors, TV executives, authors and, of course, the schools themselves profit from a rivalry that captures the nation's attention. The biggest financial bonanza is reaped by marketers who find a way to package the schools together and capture customers from both fan bases. (Raleigh News & Observer)

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