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David B Tyler, UMass | The conflict and cash of rivalries

Dr B. David Tyler, co-founder of the Know Rivalry Project at the University of Massachusetts Amherst and Northern Kentucky University, explains how the project aims to measure and dissect the risks and revenue of sporting rivalry.

Dr B. David Tyler, co-founder of the Know Rivalry Project at the University of Massachusetts Amherst and Northern Kentucky University, explains how the project aims to measure and dissect the risks and revenue of sporting rivalry.

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