GSB News and Notes: What City Will Host 2020 Green Sports Alliance Summit?; Gillette, Terracycle Partner to Upcycle Razor Blades; Adidas Doubles its Recycled Shoe Production;

Greetings from Amtrak’s Keystone train service en route from New York to Philadelphia and the start of the 2019 Green Sports Alliance Summit. 

In today’s GSB News & Notes column, we look beyond the City of Brotherly Love to find the best host city for the Alliance’s 2020 gathering. 

Then we cross the Delaware River into New Jersey where Gillette, a major sports advertiser and the #1 razor maker in the USA, is teaming up with Trenton-based Terracycle on an innovative program to upcycle — remake discarded products to create new products — used razors. 

Finally, we check in on Adidas which, thanks to its partnership with Parley for the Oceans, has been making and selling athletic footwear and apparel made from plastic ocean waste since 2017. Apparently producing five million Parley sneakers in 2018 did not satisfy the world’s #2 ranked athletic apparel brand: Adidas recently announced they would more than double that number this year. 

 

GSB’S EARLY MORNING LINE ON GREEN SPORTS ALLIANCE SUMMIT 2020 HOST CITY

If history is any guide, Roger McClendon, Executive Director of the Green Sports Alliance, will announce the host city for the 2020 Summit during the 2019 gathering which kicks off today at Lincoln Financial Field, the LEED Gold home of the Philadelphia Eagles.

In case the Alliance is still unsure about which city to pick, GSB offers three worthy Summit hosts. Our candidates are, in alphabetical order:

Miami

PROS

#1: Miami and Miami Beach are among the most vulnerable cities in the world to the effects of climate change-induced sea level rise. According to a November 2018 study from Zillow, 35 percent of the housing stock in Miami and an astounding 85.2 percent in Miami Beach are in the “sea level rise risk zone” over the next 5 to 25 years.

#2: See #1. A Miami summit would put climate change and sea level rise front and center like never before.

#3: American Airlines Arena, home of the NBA’s Heat, would be an ideal Summit venue as it is LEED Gold certified.

 

American Airlines Arena

American Airlines Arena (Photo credit: Miami Heat)

 

#4: Marlins Park became first retractable roof stadium to earn LEED Gold

CONS

#1: The environment seemed not to factor in the building or operation of Hard Rock Stadium, home of the NFL Dolphins.

#2: Flooding now regularly occurs on sunny days due sea level rise.

 

Miami Flooding on a sunny day

Driving through Miami at high tide, with blue skies and no hurricane (Photo credit: The Sparkspread)

 

Minneapolis (and St. Paul)

PROS

#1: Minneapolis’ US Bank Stadium (Vikings), Target Field (Twins) and TCF Bank Stadium (University of Minnesota Gophers football) are LEED certified at a variety of levels. So is St. Paul’s Xcel Energy Center Arena (NHL’s Wild).

#2: CHS Field, home to independent baseball’s St. Paul Saints, while not LEED certified, is another environmentally-advanced gem.

 

StPaulSaints solar

100 kWh solar array located in beyond the left field wall supplies a portion of the electricity to CHS Field (Photo credit: St. Paul Saints)

 

#3: David Fhima, one of the Twin Cities’ top chefs, has brought his clean, healthy, tasty food to Target Center (NBA’s Timberwolves, WNBA’s Lynx)

#4: Light rail connects all of the Twin Cities’ sports venues, as well as Minneapolis to St. Paul.

CON

#1: US Bank Stadium, with its reflective glass exterior and located on a major flyway, has a significant bird kill problem. The Vikings, the Minnesota Sports Facilities Authority (MSFA), and stadium architects were aware of the issue but did nothing to solve it — and it is eminently solvable. Protests from Audubon groups and others ensued but, sadly, to no effect.

 

Toronto 

PROS

#1: Toronto is Canada’s largest city and Canada has a federal carbon pricing policy. That’s a big deal. The United States would do well to follow the lead of its neighbor to the north.

 

Canadian Flag

 

#2: Bringing the GSA Summit to Canada for the first time could help spur the country’s sports greening movement.

#3: Scotiabank Arena, home of the NHL’s Maple Leafs and the newly-crowned NBA champs Raptors (#WeTheNorth), has made significant strides on energy use, waste, and water.

CON

#1: There’s no evidence that the environment was a consideration in the design and construction of BMO Field, home of MLS’ Toronto FC and the Toronto Argonauts of the Canadian Football League (CFL)

 

GSB’s Take: All three cities are worthy of hosting a Green Sports Summit but the pick has to be the Twin Cities of Minneapolis and St. Paul. Surprised? You shouldn’t be: GSB is at the midway point of a four-part series,”Twin Cities Rule US Green Sports.” To be clear, these prospective host cities are products of my own imagination; I did not consult with the Alliance on this. So if Minneapolis (and St. Paul!) is picked, it just means I’m a GSA Summit savant. And if the Alliance goes to, say, Salt Lake City, please move along to the next News & Note.

 

GILLETTE, TERRACYCLE TEAM UP TO UPCYCLE OLD RAZORS

How many disposable razors do you get rid of each year? According to the EPA, over two billion are thrown away annually in the USA¹ as most are not recyclable.

 

Gillette

Two billion razors are thrown away in the USA each year — and end up in landfill (Photo credit: Crisco/Wiki Commons)

 

Gillette — which has its name on the New England Patriots’ stadium in Foxboro, MA and is one of the leading sports advertisers in the USA — wants to drastically reduce that number, keeping those old razors out of landfill.

Adele Peters, writing in a recent issue of Fast Companyreported that Gillette “is inviting anyone in the U.S. to send in old razors, blades, and even packaging — from any brand —for [up]cycling.”

To do so, people can sign up through Terracycle, an innovative circular economy pioneer based in Trenton, New Jersey known for upcycling and recycling materials that would otherwise go to landfill — several years ago, they turned Capri Sun juice pouches into backpacks. Once a shipment of used blades is ready, all one has to do is download a shipping label and send it in.

 

Terracycle

Inside Terracycle headquarters, where almost everything is upcycled or recycled (Photo credit: Terracycle)

 

After arrival at Terracycle, the materials get sterilized, shredded, and upcycled into products like bike racks, park benches, and pet food bowls. Gillette also offers drop-off bins to gyms; once full, the bin’s contents are forwarded to Terracycle via UPS, with Gillette covering shipping costs. Those who use the company’s razor subscription service can also now return old units in the subscription box.

 

GSB’s Take: GSB likes the Gillette-Terracycle partnership. And I will certainly take advantage of this important upcycling opportunity.

Like will turn into love if Gillette decides to heavily advertise the upcycling program on TV and online sports programming. All they have to do is slightly update their jingle: “Gillette, the best a man can get — and then upcycle.”

 

ADIDAS TO MAKE 11 MILLION SHOES FROM RECYCLED PLASTIC IN 2019; GOLF ADDED TO THE MIX

Adidas recently announced it would produce 11 million shoes from upcycled plastic waste in 2019, more than doubling the 5 million it manufactured last year. The Herzogenaurach, Germany based company began its partnership with Parley for the Oceans to help clean up the world’s oceans by making shoes and athletic apparel from trash found there in 2017.

Plastic waste is intercepted on beaches in places like the sea level rise-threatened Maldive Islands before it reaches the oceans. The recovered material is then made into a yarn, which is used to create the upper material of the shoes.

 

parley ocean school maldives

Plastic ocean waste washed up on the shore of the Maldive Islands in 2016 (Photo credit: Parley for the Oceans)

 

 

Golf will help Adidas reach its 2019 Parley for the Oceans production goal: The company recently added a limited edition Parley version of the TOUR360 XT shoe to its lineup.

 

Adidas TOUR360 XT Parley shoe

The Adidas TOUR360 XT Parley golf shoe (Photo credit: Adidas)

 

Per Hardimann, “The first ever golf shoe made from…upcycled plastic waste features a sock-like design with a cushioned sole.”

“Our company is extremely focused on sustainability and we wanted to incorporate that mission into our sport,” said Masun Denison, global footwear director at Adidas Golf. “This is the first golf shoe we’ve ever made that incorporates upcycled materials and this is just the beginning. In a sport that’s played outdoors and where sustainability is often under the microscope, we feel this is a massive step forward for the game.”

Widening the lens beyond golf, Adidas signed the Climate Protection Charter for the Fashion Industry last year. Doing so commits the company to reducing its greenhouse gas emissions by 30 percent by 2030. The charter is under the auspices of the UNFCCC, the same organization that developed the Sports for Climate Action framework.

 

GSB’s Take: Kudos to Adidas and Parley for the Oceans for stepping up production on Parley shoes by ten times — from 1 million to 11 million — in just two years. Still, that 11 million only represents about 2.7 percent of the company’s total 2018 shoe output of 409 million. Will every Adidas shoe be a Parley shoe someday? Why not? And when?

 

¹ Per Groundswell.org: https://groundswell.org/2-billion-tossed-per-year-whats-the-most-wasteful-bathroom-product/

 

CORRECTION: In the original version of this post, Miami’s American Airlines Arena was listed as the “first arena in the world to earn LEED Gold status.” In fact, Pittsburgh’s PPG Paint Arena was the first LEED Gold certified arena.

 


 

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GSB News and Notes, Milwaukee Edition: Brewers Pitcher Steps Up to Plate on Climate Change; Bucks Open First Bird-Friendly Arena

Milwaukee is best known for being America’s beer capital. But, as today’s GSB News & Notes demonstrates, Wisconsin’s largest city is also an up-and-coming Green-Sports hub.

Brewers’ pitcher Brent Suter recently showed himself to be an eco-athlete to be reckoned with. He wrote an OpEd in Fast Company, urging Americans to unify around finding solutions to climate change. And Fiserv Arena, the brand new home of the NBA’s Bucks, opened its doors as the world’s first bird-friendly arena.

 

BREWERS PITCHER BRENT SUTER: SPORTS UNITES US, CLIMATE CHANGE SHOULD DO THE SAME

Brent Suter is a busy man this offseason.

The 29 year-old lefty pitcher for the Milwaukee Brewers is rehabbing from Tommy John surgery^ in August that repaired a torn ulnar collateral ligament (UCL) in his elbow. Since recovery from this procedure takes a full year, the hope is that Suter will be able to rejoin his teammates for their stretch run to the playoffs next summer.

And, during breaks from his rehab regimen, Suter penned a thoughtful OpEd that ran in Fast Company’s October 31st issue.

In “Fighting climate change should make Americans come together to find solutions,” Suter noted that, while his Brewers failed in their bid to reach the World Series*, “There’s a bigger test ahead for us. It requires that we come together, just like we do with sports, to address the very real threats from climate change.”

He first went local, pointing out how climate change is very relevant to Milwaukee, citing a recent study that showed drought, heatwaves, and extreme weather associated with climate change will drastically reduce crop yields of barley, a key ingredient in beer.

Suter then widened his lens beyond Milwaukee and beer: “Flooding is on the rise throughout our entire state due to torrential rains, threatening our neighborhoods and infrastructure…These threats are becoming more frequent and formidable for all of America… [Last] month, the UN Intergovernmental Panel on Climate Change (IPCC) warned that we’ve got only 12 years to avert total climate catastrophe. And each week, it seems, new scientific and economic reports highlight the growing threats to industries and regions from climate change. Amidst these dire reports, communities around the country continue to bear the brunt of climate change in the form of hurricanes, storm surges, wild fires, and flooding.”

 

Brent Suter (Photo credit: John Fischer/CSM/Shutterstock)

 

In no uncertain terms, Suter said the world needs to aggressively take on climate change…yesterday: “We can’t keep kicking the climate action can down the road. We need to come together to acknowledge climate change and work together to take real action…We know that the excessive use of fossil fuels is making the climate change at a faster and faster rate that harms our way of life and negatively impacts our health, our economy, and our security. Reducing our overall energy use, making everything more energy efficient, and transitioning to renewable energy, then, are necessary steps for us to take.”

The Brewers southpaw offered three top-line climate change solutions that go beyond renewable energy and electric vehicles:

  1. Improved urban resiliency: Invest in cities and towns so they’re “better prepared to respond to the health, economic, and security risks from floods, storms, and heat waves. They’re getting hit hard now and need our help.”
  2. Transition to sustainable agriculture: Equip farmers and ranchers “With the most sustainable practices, so they can continue to feed the world in ways that are less water, pesticide, and carbon intensive.”
  3. Wise stewardship of natural capital: “Our forests are the lungs that allow us to breathe by absorbing and storing carbon dioxide, and indiscriminate deforestation is just making the planet hotter, drier, and less inhabitable. Protecting and restoring this asset, then, should be our number-one priority.”

 

GSB’s Take: I’ve often heard that the complexity of the climate change issue is main reason there are few athletes who speak out about it. With this OpEd, Brent Suter clearly knocked the complexity canard out of the ballpark. I have no idea what Suter’s post-career plans are, but perhaps he should consider transitioning from eco-athlete to eco-politician.

 

FISERV FORUM, NEW HOME OF THE MILWAUKEE BUCKS, IS WORLD’S FIRST BIRD-SAFE ARENA

Here’s something that hasn’t been said in, oh, 40 years or so: It is an exciting time to be a Milwaukee Bucks fan!

Most of that energy stems from the nightly, “Holy Cow, did you see THAT?!” highlight reel moments delivered by Giannis Antetokounmpo, aka the Greek Freak. If you don’t believe me, check this out:

 

 

And now that management has provided the Greek Freak with a young, athletic, hungry supporting cast that includes sharpshooter Khris Middleton and point guard and eco-athlete Malcolm Brogdon, Bucks fans are downright giddy about one of the NBA’s most exciting and surprising teams this season. I know, I know — it’s early, but still…

The most recent example of the Bucks’ emergence? Last night’s 134-111 rout of the two-time defending NBA champion Golden State Warriors in Oakland. Milwaukee is 9-2 and in second place in the Eastern Conference.

 

Greek Freak

Giannis Antetokounmpo, aka the Greek Freak, takes a free throw (with Steph Curry in the background) on the way to scoring 24 points in last night’s Bucks 134-111 road win over the Warriors (Photo credit: KABC TV San Francisco)

 

To top that off, Bucks fans get to watch their squad in the brand new Fiserv Forum, which is on track to receive LEED Silver certification. And thanks to a forward-thinking collaboration between the Bucks and Bird City Wisconsin, it is also a good time to be a bird in downtown Milwaukee.

That is because Fiserv Forum will be the world’s first bird-friendly sports and entertainment venue.

The 17,500-seat arena was designed to achieve the U.S. Green Building Council’s new LEED Bird Collision Deterrence credit, which was created in partnership with American Bird Conservancy (ABC). To earn the credit, a building must address the primary reasons that birds collide with buildings: reflective and see-through glass and lighting that disorients birds during their nocturnal spring and fall migrations.

 

Fiserv Forum

Fiserv Forum, the new, bird-friendly home of the Milwaukee Bucks (Photo credit: Gary Dineen/NBAE/Getty Images)

 

Bird-friendliness was built in to Fiserv’s Forum’s design in mid-2015, when Bird City Wisconsin — a program of the Milwaukee Audubon Society — first approached the Bucks.

“Bird City Wisconsin came to us three years ago to educate us on migration and best practices,” said Milwaukee Bucks President Peter Feigin. “We were able to integrate many of their suggestions in the design phase of the project.”

Populous, the award-winning architectural firm that designed Fiserv Forum, was also on board, according to Senior Associate Heather Stewart: “When glass or other glass-like materials are employed in venue design, it’s vital to balance insulation and reflectivity to create an ideal environment both inside and out, for people and for local wildlife. We are proud to hear that other sports venues are looking toward Fiserv Forum as the new standard for bird-friendly design around the globe.”

Why does this matter? Because up to one billion birds die annually after colliding with glass in the United States. Scientists estimate that this likely accounts for five to ten percent of all birds in the U.S. and is a contributor to significant declines in bird populations across North America.

“The Milwaukee Bucks’ bold decision to build the world’s first bird-friendly arena speaks volumes about the ownerships’ character, concern for the environment, and desire to be a part of a green community,” said Bird City Wisconsin’s former director Bryan Lenz, who recently joined ABC as its Collisions Campaign Manager. “The Bucks stepped up for birds in a way that no sports franchise ever has.”

 

GSB’s Take: That the Bucks and Fiserv Arena stepped up on bird conservation casts in sharp relief the failure of the Minnesota Vikings to do the same. Bird conservation advocates and architects let team owner Zygi Wilf know, during the planning phase of what would become US Bank Stadium, that the building as designed would be hazardous for birds. Sadly, the team decided not to make the investment in bird collision deterrence. Not surprisingly, the stadium, which opened in 2016 and is located in a highly-trafficked portion of the Mississippi Flyway, has a significant collision problem. Click here for a link to a December, 2017 GreenSportsBlog story on the US Bank Stadium-bird collision issue.

 

 

 

^ Tommy John surgery is a procedure in which a healthy tendon extracted from an arm (or sometimes a leg) is used to replace an arm’s torn ligament. The healthy tendon is threaded through holes drilled into the bone above and below the elbow.
*  The Brewers reached the National League Championship Series where they lost to the Los Angeles Dodgers.

 


 

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If the Most Important Green Aspects of Super Bowl LII are Two Beer TV Ads, Is That a Good Thing?

Super Bowl LII will be played in Minnesota, one of the most environmentally-conscious states in the country. Host city Minneapolis is mass-transit friendly and filled with LEED certified stadia and arenas. The Philadelphia Eagles and New England Patriots will do battle in LEED Gold US Bank Stadium. The game will be zero-waste and 100 percent of the energy used to power the contest will be offset. Yet, it says here that the most important green aspect of the 2018 Super Bowl may well be two beer ads — unless the NFL steps up to tell the Big Game’s green story to the audience 100+ million people.

 

Question: What does this triumvirate — Clydesdale horses, the Bud Bowl, and recent catastrophic extreme weather events — have in common?

Answer: They are each themes of Budweiser Super Bowl ads, past and immediate future. If there was a Super Bowl Advertising Hall of Fame, the brand’s ads featuring the iconic, white maned horses and the fun, computer-generated football games played by teams of beer bottles (Bud vs. Bud Light!) would both certainly be first ballot inductees.

But corporate parent AB InBev’s stablemates Budweiser and Stella Artois are going in a different direction for Sunday’s broadcast on NBC.

In “Budweiser’s Super Bowl Beer Ad Isn’t about Beer,” which ran in the January 26 issue of Environmental Leader, Jennifer Hermes reported that the brand’s 60 second Super Bowl spot is actually about…water: “[US corporate parent] Anheuser-Busch currently produces canned drinking water at its Cartersville, GA, brewery, and ships them to communities in need. This year, the company shipped nearly three million cans of emergency drinking water to areas hit by Hurricanes Harvey, Irma, and Maria, and by the California wildfires. In total, the company says it has provided over 79 million cans of drinking water to communities in need. The Super Bowl ad tells the story of its employees in the Cartersville plant who produce the emergency drinking water. [It] features the general manager of the brewery, along with more than 20 of his local colleagues.”

 

Budweiser’s “Stand By You” water-themed Super Bowl ad (60 seconds)

 

Stella Artois’ 30 second ad, produced in partnership with water.org, features actor Patriots fan Matt Damon, who calls on beer lovers to step up to help solve the water crisis by buying a Stella beer chalice. Damon asserts that if just one percent of Super Bowl viewers purchase the glass, Stella will provide “clean water to one million people. For five years.”

 

Matt Damon stars in Stella Artois’ 30 second, water conservation-themed, Super Bowl ad

 

Why did Budweiser and Stella take this turn?

 

IT COMES DOWN TO WATER — AND EYEBALLS

Quality water is, of course, crucial to the beer brewing process. AB InBev and its U.S. subsidiary Anheuser-Busch has implemented a robust water stewardship and environmental protection program across its sprawling brewery roster.

The initiative has engaged employees, farmers, suppliers and strategic partners to devise and implement a wide range of water conservation and management measures. Anheuser-Busch says this approach helped it reduce water use across all of its U.S. breweries by nearly 50 percent over the last 10 years.

That is a BIG achievement which warrants the BIG ad spend — NBC Sports is charging $5 million dollars for a 30 second spot — on the BIG game to reach the BIGGEST television audience of the year — 111 million people watched the 2017 Super Bowl.

Reaching such a vast audience with environmentally-themed messaging is why I believe Bud and Stella Artois have co-authored the most important green story surrounding Super Bowl LII.

Oh, you might say, “I think the fact that the the NFL, the Minnesota Super Bowl Host Committee, and US Bank Stadium are teaming up to offset 100 percent of the game’s carbon footprint via the purchase of renewable energy credits is more consequential than a couple of ads.” Or, you might opine that “Rush2Recycle, the program sponsored by PepsiCo, and promoted by ex-NFL great Hines Ward, that will help Sunday’s game be the first zero-waste^ Super Bowl, has to be considered the most important green story.”

 

us bank stadium

Exterior of US Bank Stadium, site of Super Bowl LII (Photo credit: SI.com)

 

While those efforts are, of course, laudable, I still go with Bud and Stella.

Because the  audience of 100 million+ people who might see the Bud and/or Stella Artois water-themed ads on NBC will likely be between 50 to 100 times greater than the number of people who learn about the zero-waste and/or the offset aspects of Super Bowl LII. That audience includes the 66,000+ fans inside US Bank Stadium, along with readers of national media outlets like Fast Company magazine, which are giving the zero-waste Super Bowl story welcome coverage.

Now, the NFL can easily wrest the “most important green story of Super Bowl LII” title away from Bud and Stella. All it needs to do is to create a public service announcement touting the green aspects of Super Bowl LII — hey, as of this writing, there are three days left; plenty of time for great content to be produced — and air it on NBC during the game.

What a BIG deal that would be! But will the NFL step up?

The stakes, said Dr. Allen Hershkowitz, founder and former president of the Green Sports Alliance and a founding director of Sport and Sustainability International (SandSI), are much higher than even the Super Bowl itself.

“As one of the most visible sporting events in the world, the Super Bowl has a unique opportunity to promote environmental literacy and reduce cultural polarization related to climate change,” said Dr. Allen Hershkowitz. “US Bank Stadium’s commitment to 100 percent renewable energy credits, ambitious zero-waste goals, and the [Minneapolis] region’s intelligent mass transit infrastructure, positions this event to be among the most carbon intelligent Super Bowls ever. The question before us is this: Will the NFL meaningfully promote this aspect of the Super Bowl story? Given the bewildering retreat from essential, science-based climate policy being enacted by the worst environmental administration in our nation’s history, a counter message by the NFL promoting progress on climate could not be more important. It has a responsibility to the world to do so.”

 

ENVIRONMENTAL MESSAGING: A WINNER FOR THE NFL

NFL Commissioner Roger Goodell, Commissioner of the NFL, talks a good environmental game: “The NFL is a responsible steward of the environment in all areas of our business. Through [these zero-waste and offset projects], the League and its partners hope to set a new standard of environmental sustainability at the Super Bowl.”

But Goodell’s green talk mainly takes place in dry, easily ignorable press releases, not on Super Bowl broadcasts.

The Commish and league should go beyond press releases and talk the green talk to the widest possible audience — i.e. during the Super Bowl. Because doing so would likely be good for business.

Say what?

Hasn’t has been a tough season for the NFL: from anthem protests to “Fire the Sons of B**ches!;” from CTE to declining TV ratings#? Won’t many older fans get ticked off? Isn’t it better for a league whose ownership and fan base is seen as right-of-center to keep quiet about the environment and climate?

No, it is not.

And, again, I say this from a business building, not from the “it’s the right thing to do” point-of-view.

It is a 2016 conversation with an NFL marketing executive who preferred to remain anonymous that sticks with me. He said the one thing that kept him and his colleagues up at night the most was how to attract Millennial and Generation Z fans and keep them.

One thing that resonates with younger cohorts is the environment and climate: across the political spectrum, the 35-and-under set accepts the reality and seriousness of climate change at rates far greater than their older counterparts.

Will embracing climate and the environment be the main catalyst to turning the tide the NFL’s young fan problems? Of course not. This is a complex, multi-factorial problem and going BIG on the environment is, admittedly, not close to the most important potential solution.

But, it says here that an intelligent, clever environmentally-themed PSA will be well-received among Millennials and Gen Zers. Which would help.

Budweiser and Stella Artois, hardly fringe, left wing brands, believe leading with the environment is the right way to go. Will the NFL join them by airing a green PSA on Sunday? I wouldn’t bet* on it.

In the meantime, buy a Stella chalice and (responsibly) enjoy a Stella or a Bud in it on Super Sunday.

 

 

^ A sports event can claim “Zero-Waste” status by diverting 90 percent or more of its game day waste from landfill, most often by a combination of recycling and composting.
* I also am not betting on the game itself. My prediction? Patriots 24, Eagles 17. I hope I am wrong.
# NFL TV ratings have declined over the past three years but it still generates, by far, the biggest television audience — and not only in terms of sports programming.

 


 

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