2019-20 Cotton Bowl Athletic Association Year in Review

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2019 YEAR IN REVIEW AT&T STADIUM | ARLINGTON, TX | 12.28.19 | GOODYEARCOTTONBOWL.COM

84TH CLASSIC REVIEW

Inside Executive Summary ............................................ 4 The Classic: Score by Quarter ............................ 8 History: Records in the Classic ........................... 9 Game Summary ..................................................11 Stadium Signage .......................................... 12-13 New Brand Platform .......................................... 14 2019 Creative Campaign .................................... 15 Campaign Collateral .......................................... 16 DMN Advertising Campaign ................................ 17 Outdoor Signage ............................................... 18 Website Refresh ................................................. 19 Social Media Campaign ................................20-21 Email Newsletter ............................................... 22 Corporate Sponsors & Media Partners ............. 23 Bowl Week Events .........................................24-31 Game Day Events .........................................32-34 Cotton in the Community..............................35-40 Cotton Bowl Hall of Fame .................................. 40 Future New Years Six Dates .............................. 40 2019-2020 Leadership ....................................... 41

84TH CLASSIC REVIEW

I’ve been pretty fortunate to coach in almost every single one of these major bowl games, and I know everybody gets up at press conferences and says how appreciative they are. But I’m telling you, this has been first-class from the minute that we accepted this invitation and stepped off the plane.

Every aspect, every detail has been first class.

JAMES FRANKLIN PENN STATE HEAD COACH

84TH CLASSIC REVIEW

EXECUTIVE SUMMARY

TV rating and viewers ranked seventh among all 40 bowl games, including the CFP National Championship Game.

Ranked 11th in attendance among all 40 bowl games.

3.8 6.77M +54K TV Rating

Household TV Viewers TV Rating Attendance

TV Views

Attendance

2020 Penn St. vs.

Memphis

2019 Clemson vs.

Notre Dame

2018 USC vs.

Ohio State

2017 W. Michigan vs.

Wisconsin

6.77M

16.8M

9.54M

5.44M

3.8 54,828

9.4 72,183

5.3 67,510

3.1 59,615

Cotton Bowl Chairman Carl R. Ice presenting the Field Scovell Trophy

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84TH CLASSIC REVIEW

FINAL

DECEMBER 28, 2019

AT&T STADIUM, ARLINGTON, TX

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84TH CLASSIC REVIEW

THE CLASSIC: SCORE BY QUARTER FINAL

#17 Memphis

1

2

3

4

T

13

10

13

3

39

7

28

10

8

53

(12-2)

#10 Penn State (11-2)

HISTORY: RECORDS IN THE 2019 CLASSIC 2019-MOST COMBINED POINTS

2015-MOST COMBINED POINTS

MOST COMBINED POINTS IN A HALF

2019-SECOND HIGHEST YARDS PASSING

2015-MOST YARDS PASSING

92 83 58 454 550 *

yds

yds

PENN STATE 53 MEMPHIS 39

MICHIGAN STATE 42 BAYLOR 41

PENN STATE 35 MEMPHIS 23

MEMPHIS QB BRADY WHITE

BRYCE PETTY BAYLOR vs MICHIGAN STATE

2019-TOUCHDOWN RECORD TIED

1995-TOUCHDOWN RECORD

6TH PLAYER TO RUSH OVER 200 YARDS

7

7

2019-COMBINED SECOND-MOST TOTAL OFFENSE

2015-RECORD COMBINED TOTAL OFFENSE

PENN STATE

USC vs TEXAS TECH

2019-MOST FIELD GOALS

202

**

yds on 16 CARRIES PENN STATE RB JOURNEY BROWN

1,071 1,135 PENN STATE vs MEMPHIS

MICHIGAN STATE vs BAYLOR

2019-LONGEST FIELD GOAL

6 51

***

MEMPHIS PLACEKICKER RILEY PATTERSON

yds

MEMPHIS PLACEKICKER RILEY PATTERSON

*The 58 combined points occurred in the first half . **Penn State running back Journey Brown ranks sixth on the all-time list. ***Memphis placekicker Riley Patterson broke the record for longest field goal in Classic history with the 51-yard boot in the third quarter.

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84TH CLASSIC REVIEW

2019 GAME SUMMARY The 84th Classic will be remembered as one of the all-time head-scratchers: A matchup featuring a highlyregarded Penn State defense produced some of the greatest offensive performances in Goodyear Cotton Bowl Classic history. The No. 10 Nittany Lions held off a strong charge from No. 17 Memphis to win, 53-39.

Ultimately, it was the Nittany Lion defense that came up with the game-deciding plays, but only after both offenses nearly exhausted themselves. By the time the last piece of confetti fell, Penn State and Memphis combined for the most points (92) and second-most yards (1,071) in Cotton Bowl history. Penn State’s seven total touchdowns tied another Classic mark.

J. CURTIS SANFORD OFFENSIVE MVP

FELIX MCKNIGHT DEFENSIVE MVP

Journey Brown

Micah Parsons

Running Back Penn State University

Linebacker Penn State University

YARDS RUSHED

202

yds on 16 CARRIES

TOUCHDOWNS

TACKLES

SACKS

2

14

2

TACKLES FOR A LOSS

3 11

84th CLASSIC REVIEW

STADIUM SIGNAGE

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84th CLASSIC REVIEW

NEW BRAND PLATFORM In 2019, the Goodyear Cotton Bowl Classic completed an exercise to review and refresh it’s brand platform. The goal of the exercise was to create a core identity and base from which the GYCB could cohesively and clearly tell it’s brand story.

As part of that platform, the bowl worked to define and articulate a word phrase/tagline to express the Goodyear Cotton Bowl Classic story and values to internal and external stakeholders. The result of that research and work, was the development of the platform Like No Other.

Championship level college football, big hair, boots and barbeque, AT&T Stadium and Texas hospitality. The Goodyear Cotton Bowl Classic has no peer. We’re Like No Other.

2019 CREATIVE CAMPAIGN To promote and advertise the 2019 Goodyear Cotton Bowl Classic, a unique campaign look and feel was designed and deployed. Our artistic inspiration for this year’s game was to use the classic Pop Art style, think Andy Warhol’s classic Campbell’s Soup, as a guide for developing all the creative elements around this year’s Classic.

The goal was to create a platform that embodied the new brand story of Like No Other. To accomplish that we used vibrant colors and design to stand apart in a crowded sports marketplace, that was truly Like No Other the Classic has developed before.

The look was implemented in all collateral elements including tickets and printed items, a new website, a social media campaign and all other fan engagement touchpoints.

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84th CLASSIC REVIEW

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GAME DAY: GAME PROGRAM COVER, CREDENTIALS, CUPS

ESPN NOTICE OF CREDENTIAL USE CONDITIONS

REGULATIONS 1) THIS LIMITED ALL-ACCESS CREDENTIAL IS ISSUED FOR OFFICIAL BUSINESS ONLY. NO SPOUSES, DATES, OR CHILDREN, EXCEPT THOSE PERFORMING IN A WORKING CAPACITY WILL BE ALLOWED ON THE AT&T STADIUM SIDELINE. THIS CREDENTIAL GRANTS YOU ACCESS TO THE STADIUM, TV COMPOUND, FIELD, AND ALL MEDIA AREAS. NO BENCH OR LOCKER ROOM ACCESS WITHOUT ESCORT. 2) CREDENTIALS ARE NON-TRANSFERABLE. THE COTTON BOWL ATHLETIC ASSOCIATION (CBAA), AT&T STADIUM, IN CONJUNCTION WITH THE PARTICIPATING UNIVERSITIES, RESERVES THE RIGHT TO REVOKE ANY CREDENTIAL THAT IS IMPROPERLY USED. 3) THE CREDENTIAL MUST BE WORN IN PLAIN SIGHT AT ALL TIMES. 4) ACCEPTANCE OF THIS CREDENTIAL CONSTITUTES AGREEMENT BY THE BEARER & HIS/HER MEDIA ORGANIZATION TO ABIDE BY THE FOREGOING CONDITIONS AS PRESCRIBED ABOVE BY THE CBAA. 5) ALL CREDENTIALS REMAIN PROPERTY OF THE CBAA AND MUST BE SURRENDERED UP0N REQUEST. 6) PERSONS CREDENTIALED AS A PHOTOGRAPHER ARE NOT PERMITTED WITHIN THE TEAM BENCH AREA (INSIDE 25-YARD LINES) AT ANY TIME AND MUST KNEEL IN BOTH END ZONE AREAS. 7) ALL PERSONS CREDENTIALED AGREE THAT ANY MATERIALS TAKING THE FORM OF FILM, OR DIGITAL VIDEO RECORDINGS (“VIDEO MATERIALS”) MAY ONLY BE USED IN CONNECTION WITH A REGULARLY SCHEDULED TELEVISION NEWSCAST AIRED BY THE ORGANIZATION WITHIN A SEVEN-DAY PERIOD FOLLOWING THE GAME, AND FURTHER AGREE THAT THE USE OF VIDEO MATERIALS FROM THE GAME IN SUCH NEWSCASTS SHALL NOT EXCEED FIVE MINUTES IN LENGTH. REPRESENTATIVES SHALL NOT TRANSMIT ANY VIDEO, AUDIO, OR IN ANY MEDIA WHILE THE GAME IS IN PROGRESS. 8) ANY SECONDARY USE OF ANY PICTURE, AUDIO DESCRIPTION, FILM/TAPE OR DRAWING OF THE

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84TH ANNUAL GOODYEAR COTTON BOWL CLASSIC SATURDAY, DECEMBER 28TH, 2019 | AT&T STADIUM | ARLINGTON, TEXAS

THE DALLAS MORNING NEWS ADVERTISING CAMPAIGN DEC EM B ER 28, 2019 | AT&T STAD I U M | 1 1 A M/CST

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EAR PLACEMENTS

5.77M IMPRESSIONS

THANK YOU

TO OUR FANS FOR A GREAT

84 TH CLASSIC WEEK

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2.5M 2.9K .17% IMPRESSIONS CLICKS CTR 17

84TH CLASSIC REVIEW

OUTDOOR SIGNAGE

Texas Live!

North Plaza at Globe Life Field

Texas Live!

Reunion Tower

Street Pole Banners Penn State Team Bus Wrap

Omni Hotel Dallas Exterior Light Show

WEBSITE NEW WEBSITE VIA SIDEARM In September 2019, the Goodyear Cotton Bowl Classic launched a new website utilizing SIDEARM Sports. SIDEARM is trusted by the biggest names in college athletics and gives the Classic the opportunity for a more personalized, visually appealing site for increased fan engagement, interaction and customer service.

MOBILE WEBSITE LAYOUT

Since new site launch in September

121.3K 291.8K USERS PAGE VIEWS December

87.9K 231K USERS PAGE VIEWS 19

84TH CLASSIC REVIEW

SOCIAL MEDIA CAMPAIGN

This year’s social media plan included new elements such as Instagram Story Takeovers by each team traveling to Texas, TikTok, individual Facebook events created for Fan Events and cohosted by Texas Live!, quote graphics, a new hashtag (#LikeNoOther), live streams and more. This led to the Cotton Bowl’s increased impressions on social media by 87% and profile clicks by 160% during Cotton Bowl week. Even more impressive, this increase happened in a Group of 5 selection season on the heels of hosting last year’s Semifinal matchup.

Cotton Bowl Week

ALL of 2019

296K 490K REACH REACH Live Video Feed Stats: Battle of the Bands, Head Coaches News Conference, Post Game Press Conference, Halftime Performance

12.4K 25.4K 4.5K VIEWS REACHED ENGAGEMENTS

Cotton Bowl week until the week after Dec. 21 – Jan. 5 (11 TOTAL POSTS) DEC 21

ALL OF 2019, JAN THRU DEC

JAN 5

8.3K 9.7K 16.4% 14.2K FOLLOWERS FOLLOWERS INCREASE LIKES

Cotton Bowl week until the week after Dec. 21 – Jan. 5 (83 TOTAL TWEETS)

2.1M 2.7K 9.6K 18.2K IMPRESSIONS RETWEETS PROFILE CLICKS LIKES Change year over year during Cotton Bowl Week

% + % + %+ % 86.2 62.1 159.4 160.8 IMPRESSIONS RETWEETS PROFILE CLICKS LIKES

+

ALL OF 2019, JAN THRU DEC

8.3M 2.9K IMPRESSIONS

NEW FOLLOWERS 21

84TH CLASSIC REVIEW

COTTON BOWL WEEKLY EMAIL NEWSLETTER

18

NEWSLETTERS SENT

14.3K 60.1K SUBSCRIBERS OPENS

2019 CORPORATE SPONSORS

2019 MEDIA PARTNERS

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84TH CLASSIC REVIEW

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84th CLASSIC REVIEW

TEXAS NIGHTS

PRESENTED BY DR PEPPER AND THE HILTON ANATOLE DECEMBER 26, HILTON ANATOLE HOTEL

TALL COTTON CUISINE DECEMBER 26, 3015 TRINITY GROVES

GOODYEAR BIG PLAY LUNCHEON DECEMBER 27, HILTON ANATOLE HOTEL

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84TH CLASSIC REVIEW

DENIM & DIAMONDS DECEMBER 27, GLASS CACTUS AT GAYLORD TEXAN

TEAM EVENTS BINGO, CAMP COTTON & MAIN EVENT

Bingo

Main Event

Camp Cotton

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84TH CLASSIC REVIEW

FAN EVENTS SIX FLAGS FAN DAY

PLAINSCAPITAL BANK BATTLE OF THE BANDS G OO DY E A R COT TO N B OW L C L A S S I C

COTTON BOWL LIVE! PRESENTED BY DR PEPPER

Featuring Jana Kramer

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84TH CLASSIC REVIEW

GOODYEAR HUDDLE UP FAN FEST

GOODYEAR HUDDLE UP FAN FEST

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84th CLASSIC REVIEW

GOODYEAR TIRE ART To celebrate the drive it takes to advance to the Goodyear Cotton Bowl Classic, Goodyear unveiled life-size sculptures of the participating teams’ mascots created from Goodyear tires. These sculptures embodied the dedication to outstanding performance built into each tire and every player and coach on the teams.

COLLECTIVELY

EACH

260

450

400

5+

200

GOODYEAR TIRES

HIDDEN SCREWS

WORK HOURS

FEET TALL

POUNDS EACH

PENN STATE UNIVERSITY’S MASCOT, THE NITTANY LION

UNIVERSITY OF MEMPHIS’ MASCOT, TOM, THE TIGER

COTTON IN THE COMMUNITY

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84TH CLASSIC REVIEW

COTTON BOWL FOUNDATION PMS 349

Young leaders of tomorrow and the educators who inspire them daily in underserved neighborhoods across North Texas received a lift in 2019, thanks to $250,000 in support from the Cotton Bowl Foundation and matching grants of $100,000 by the College Football Playoff Foundation. The grant recipients were announced at the Goodyear Big Play Luncheon on December 27th.

$25,000

$50,000

$50,000

$50,000 PMS_301c PMS_cool gray 8c

$25,000

2019 TOTAL: $250,000

$50,000

2019 ART CONTEST WINNERS Each year more than 3,500 elementary students from around North Texas participate in the Goodyear Cotton Bowl Art Contest.

The three first place winners of the 23rd annual contest presented their artwork at the Goodyear Big Play Luncheon. The first through third-place winners in all three age categories have their artwork on permanent display throughout the year at the Goodyear Cotton Bowl Classic office, located inside AT&T Stadium.

GRADES 1 & 2

GRADES 3 & 4

GRADES 5 & 6

1st Place Saanvi Anand - 2nd Grade Hobby Center Dallas

1st Place Devin Li - 4th Grade Bradfield Elementary

1st Place Derrion Brooks - 5th Grade Colin Powell Elmentary

2nd Place Akshara Marrapu - 2nd Grade Hobby Center Dallas

2nd Place Chloe Ni - 3rd Grade Haun Elementary

2nd Place Eli Brodsky - 5th Grade Mohawk Elementary

3rd Place Rena Wu - 2nd Grade Sewell Elementary

3rd Place Liya Wang - 3rd Grade Isabell Elementary

3rd Place Savannah Goode - 6th Grade Mohawk Elementary

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84TH CLASSIC REVIEW

HONORARY CAPTAINS AND HOSPITAL VISITS For the third consecutive year, the Goodyear Cotton Bowl Classic and American Airlines came together to partner with Children’s Health and Texas Scottish Rite Hospital for Children to have a patient from each hospital serve as the honorary captain for Penn State and Memphis. Both honorary captains were presented official team jerseys at the hospital visits and had an opportunity to attend practice and walk out with the team for the coin toss on game day. Additionally, as part of the hospital visits, Goodyear once again presented both hospitals with a check for $10,000.

YOUTH CLINIC For the tenth consecutive year, the Goodyear Cotton Bowl Classic hosted over 300 boys and girls from all over North Texas for the annual Goodyear Cotton Bowl Classic College Football Youth Day. The fun, free day of learning at AT&T Stadium included proper instruction on tackling, agility, passing, receiving and kicking. Additionally, those not interested in football drills had the opportunity to participate in a dance and cheer practice that culminated in a pom-pom routine at the end of the youth day.

NORTH TEXAS TORNADO RELIEF Deserving teachers from Dallas schools devastated by October’s tornadoes were recognized for their heroic efforts with a special surprise, courtesy of The Cotton Bowl Foundation and the College Football Playoff Foundation. More than 600 educators from Thomas Jefferson High School, Edward H. Cary Middle School and Walnut Hill Elementary School received two tickets and a parking pass to the Goodyear Cotton Bowl Classic. Teachers also received $500 gift cards, totaling $100,000 in value, from the Cotton Bowl and CFP Foundations through DonorsChoose.org, for classroom projects and wish lists.

COLLEGE FOOTBALL’S 150TH ANNIVERSARY For the first time ever, orchestrated by the Cotton Bowl, the leading college football organizations in North Texas came together to celebrate college football’s 150th anniversary and distribute 150 footballs, one for each year of college football, to students enrolled in the Catch Up & Read program. Representatives from these organizations visited two Dallas ISD elementary campuses, DeGolyer and Marcus, on Oct. 30 to surprise first through third-grade students who participate in the Catch Up & Read after-school program with the footballs. Catch Up & Read is a tutoring and teacher training program, serving 15 elementary school campuses in the Dallas ISD and Richardson ISD school districts.

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84th CLASSIC REVIEW

VET TIX The Goodyear Cotton Bowl Classic announced a new partnership in October with Vet Tix to create a “Send-A-Vet” program that included 600 game tickets that were distributed for free to veterans and current-serving members of the military. Additionally, veterans participated in the National Anthem ceremony serving as holders for the full-field flag, and a veteran presented the official game ball with his family by his side.

COTTON BOWL HALL OF FAME The 2020 Class of the Cotton Bowl Hall of Fame was announced at the Goodyear Big Play Luncheon. The 12th Hall of Fame class will honor Kansas State quarterback Jonathan Beasley, Notre Dame split end Tom Gatewood, Arkansas guard and Owner/President/ General Manager of the Dallas Cowboys Jerry Jones, Ole Miss running back/wide receiver Dexter McCluster, Texas defensive end Cory Redding, Boston College linebacker Bill Romanowski, and Kansas State Head Coach Bill Snyder. The induction ceremony will be held at AT&T Stadium.

FUTURE NEW YEARS SIX DATES

CFP Semifinal Games

2020 - 21

Dec. 30

Jan. 2

Jan. 1

Jan. 2

Jan. 1

Jan. 1

Jan. 11 Miami, FL

2021 - 22

Dec. 31

Jan. 1

Dec. 30

Dec. 31

Jan. 1

Jan. 1

Jan. 10 Indianapolis, IN

2022 - 23

Jan. 2

Dec. 31

Dec. 31

Dec. 30

Jan. 2

Jan. 2

Jan. 9 Los Angeles, CA

2023 - 24

Jan. 1

Dec. 30

Dec. 29

Dec. 30

Jan. 1

Jan. 1

Jan. 8 Houston, TX

2024 - 25

Dec. 28

Dec. 30

Dec. 28

Dec. 28

Jan. 1

Jan. 1

Jan. 6 TBD

2025 - 26

Dec. 27

Dec. 27

Dec. 27

Dec. 30

Jan. 1

Jan. 1

Jan. 5 TBD

2019-2020 LEADERSHIP

EXECUTIVE COMMITTEE CARL R. ICE - CHAIRMAN

Thomas C. Bain, Jr. Rick Baker Dave Brown

Finley (Fin) Ewing, III J.J. Gomez Carl R. Ice – Chairman

Jay McAuley Daniel P. Novakov

Bry Patton S. Denton Walker III

BOARD OF DIRECTORS Carl Baggett W. Mike Baggett Thomas C. Bain, Jr. Thomas Bain R. Craig Baker Rick Baker Read Ballew Brian Barnard Jamie Barton Mike Berry Derrick Boyd Gillian Breidenbach Dave Brown Roland Burns J. Larry Cantrell David A. Cole Betty Crawford John F. Crawford Bill Davis A.R. (Buddy) Dike William C. Duvall Michael Dwyer Chad Estis Finley (Fin) Ewing, III

Jeffrey D. Fehlis Michael Flynn R. Bruce Gadd J.J. Gomez José Gutiérrez Mike Henderson Terrance Henderson Adam Herrin Elly Holder Cindy Hourigan Kristi Sherrill Hoyl Carl R. Ice William D. Jackman J. Stephen Jones Mark Keiffer Dee Kelly Derek Kerr Ron Kirk Chris Kleinert Marcus E. Knight Lori Lee Greg Leftwich Todd Macsuga Ross Martin

Charles W. Matthews Brad Mayne Jay McAuley Fred McClure Michael Miles Sara Madsen Miller Baker Montgomery Porter Montgomery Craig H. Moore Thomas Morgan, Jr. John David Moritz Mark Nickells Phillip Norwood Daniel P. Novakov Chuck Pacioni Bry Patton Mary Martha Pickens Jesse Pruitt Scott Rogers Daniel Routman Christopher Roy Tod A. Ruble Kathy Saunders

John Field Scovell King Scovell Brad Sham Kevin Smart G. Stacy Smith Jim Ray Smith Monica Egert Smith Robert Smith, III John T. Stuart, III Mike Sweet Gary Thomas William Toles Jim Trebilcock S. Denton Walker III W. Kelvin Walker Robert Watson Blake Wiley Jeff Williams Jim Williams, Jr. Derrick Wilson Karen Wilson-Torres Ramsay Woodall John L. Zogg, Jr.

COTTON BOWL COUNCIL Robbie Baty R. Heath Cheek Joseph P. DeWoody Sam Gadd

Isabell Novakov Higginbotham Ryan Hyman Kyle Manley Jeff Montgomery

Cody J. Moorse Greg Oliver Griffin Perry Christian Rodriguez

Kristen Sprenger John Stewart Ripple Terrell Kyle Williams

COTTON BOWL STAFF Rick Baker Charlie Fiss Lisa Fortenberry Kelly Hembree

Michael Konradi Cathy Luetje Marty MacInnis

Nancy Mills Amy Scott Ellen Stuart

Rachel Viles David Waller Allison Webb

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