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College basketball is benefiting a lot from new NIL landscape

NIL problems have to be taken seriously, but the positive aspects of the new economic structure are creating a better, more robust product in college basketball Remember the 2025 NCAA Tournament? Not even two months have passed since it ended with Florida beating Houston in a thriller. During that basketball bonanza, a lot of people […]

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NIL problems have to be taken seriously, but the positive aspects of the new economic structure are creating a better, more robust product in college basketball

Remember the 2025 NCAA Tournament? Not even two months have passed since it ended with Florida beating Houston in a thriller. During that basketball bonanza, a lot of people spent a lot of energy emphasizing how bad the product of college hoops was becoming. NIL was tilting the playing field instead of leveling it. The new reality of college sports economics was creating more imbalances, enabling the SEC to put 14 of its 16 teams into March Madness. This was supposedly awful for college hoops. Is it? Is this the way to view the new landscape?

One could be highly skeptical of the direction college basketball is taking in the new NIL era. One conference getting 14 teams into March Madness and having seven of them in the Sweet 16 does reflect an imbalance of power. Yet, we have to wonder if the SEC being great was less a product of NIL, and more a product of the SEC being really smart in its investments, coaching hires, and rebuilding a basketball brand which wasn’t in good shape several years ago.

It could be that the new NIL environment is actually a net positive for college basketball. We don’t have to be hyperbolic and say it’s the best thing ever for the sport — that would oversell the positives of this reality — but we can say something substantially beneficial is coming from the NIL architecture created in recent years. Let’s go through this discussion.

Alex Condon back at Florida

Florida retained one of its elite big men from its 2025 national championship roster. Florida will reload instead of rebuild this coming season and will field a very strong roster with Alex Condon in the middle.

Milos Uzan back to Houston

Kelvin Sampson and Houston are getting one more season from Milos Uzan, which means the Cougars should once again be a Final Four contender and a top-10 team.

Tahaad Pettiford comes back to Auburn

Pettiford eschewing the NBA draft to return to Bruce Pearl makes Auburn a serious national player for yet another season.

Labaron Philon returns to Alabama

Otega Oweh back to Kentucky

You can see the pattern

The point being made is obvious: With NIL funding in place, players who might have been late-first round or early-second round NBA draft picks have an incentive to come back to school, make very good money playing a 35-game season (instead of an 82-game pro season), and improve their draft stock for next year. Roster retention is a very good thing for college basketball. Having teams which bring back prime players obviously improves the quality of the product, instead of having players bolt for the NBA at the first opportunity.

Worrying about the big dogs versus the mid-majors

Power conference strength compared to weakening mid-majors is the best and most relevant argument from anyone who thinks the overall quality and charm of college basketball will suffer under the current NIL reality. It is true that mid-majors will struggle to compete to acquire elite talent in this environment. We won’t ignore this point, and it’s certainly something everyone in the industry needs to think about when considering reforms to the current system, such as it is.

Blue-blood programs aren’t the ones ruling the world

Though Power Four conferences are thriving in the NIL landscape of college basketball, it’s not as though this is a small and exclusive club of blue-blood schools.

This is not a world in which Kentucky and Kansas, North Carolina and Duke, UCLA and Michigan State, are the teams dominating everyone else.

Florida wasn’t elite a few years ago. Houston was in the AAC not that long ago, trying to make its way up the food chain. Auburn is an outsider, not an insider, in the larger workings of college basketball history. Iowa State, BYU, Texas Tech, Arkansas, St. John’s, and a bunch of other schools which aren’t regularly seen at the Final Four are making forward strides.

In other words, this is not college football a decade ago, in which we knew at the start of every season that Alabama and Clemson were going to meet in the championship game or a playoff semifinal. There is still balance and parity in college basketball, with the usual suspects not necessarily being the schools that benefit.

North Carolina has actually struggled. Kentucky has had its ups and downs. Bill Self and Kansas had their worst season in two decades. There’s a lot of competitive balance in the new NIL world. It’s not perfect, but it’s substantially robust.

There are problems with the current NIL setup, but let’s not pretend college basketball is going to hell in a handbasket. There’s a lot to like about the new reality.

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2025 College Football Predictions: 10 Matchups that will Shape the Regular Season

Joel Klatt Lead College Football Analyst Every week, it feels like the college football season is getting just a little closer and closer. I truly can’t wait for what’s in store for the 2025 regular season.  So, I decided to look at the schedule for the regular season again and try to pinpoint which 10 […]

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Every week, it feels like the college football season is getting just a little closer and closer. I truly can’t wait for what’s in store for the 2025 regular season. 

So, I decided to look at the schedule for the regular season again and try to pinpoint which 10 games will have the most impact. These aren’t necessarily the 10 best games, although some look to be epic. Rather, they’re the 10 games that I think will shape how we view the season and might have the biggest impact on the College Football Playoff.

There are plenty of games early in the season that will certainly have some sway in how things get determined in 2025, with a couple of monster matchups taking place in Week 1. Let’s start off our list with the one that I’ll call for FOX. 

It’s a rematch of one of the CFP semifinal games, with Ohio State winning that game en route to a national championship. Both teams look poised to make another deep run in 2025. In fact, there’s a chance that Texas and Ohio State might be the top two-ranked teams in the country entering Week 1. At worst, I think this will be a No. 1 vs No. 3 matchup. 

Not only will this be a monster matchup, but this will also be the first start of the Arch Manning era for Texas. This is his team and program, and he’ll get a chance to prove what he’s made of on the road against the defending champs. That’s pretty awesome.

We also don’t know who Ohio State’s quarterback will be. Is it going to be Julian Sayin? He’s incredibly talented and I’ve enjoyed watching him when I’ve seen him practice. The Buckeyes will also have new playcallers on both sides of the ball (Brian Hartline and Matt Patricia).

As for the coaching battle, Steve Sarkisian has gotten the Longhorns back to where they’ve wanted to get to for the last decade. He’s done a remarkable job, and he’s a top-five coach, but it’s time for him to take a step forward. He’s going against a top two or three coach in Ryan Day, who has to feel he is entering the season with the monkey off his back. That might be beneficial to Ohio State. 

Another Week 1 matchup that I think will feature two teams ranked in the top 10. Brian Kelly needs to win this game for LSU. Kelly went all in on the portal this offseason and is returning his quarterback, Garrett Nussmeier. But Kelly has gone 0-3 in season openers during his time in Baton Rouge, and LSU fans need to see this program progressing. It’s fair for us to ask when the breakthrough is going to happen for Kelly at LSU. I do think we’ll see that this year.

Yet, I actually feel better about Clemson between these two teams. Dabo Swinney has bet on himself over the last few years, and it feels like Clemson has reloaded for another run. I’ve got Cade Klubnik as my No. 1 quarterback entering the season and that defense is really talented.

There’s also the conference element to this game. If LSU wins this matchup, and Clemson goes on to dominate the ACC en route to a conference title, the SEC will argue that the ACC should only get one CFP participant. But the SEC also needs a giant non-conference win after how the CFP and bowl season played out for the conference last winter. 

Michigan needs a bounce-back season in Sherrone Moore’s second season after going 8-5 a year ago. The defense was fine last year, the offense was not. We know the Wolverines got Bryce Underwood, who was one of the most sought-after recruits in a long time, and this might be his first major start. This is also right before Moore will serve his self-imposed suspension. 

Brent Venables also needs a bounce-back season at Oklahoma. Everyone was excited when Venables was hired to be the Sooners’ next head coach, but now they need something on the field to feel good about. Oklahoma was able to poach quarterback John Mateer and offensive coordinator Ben Arbuckle from Washington State, who I expect to help the Sooners take a step forward. But the Wolverines’ defense is going to be outstanding, and defensive coordinator Wink Martindale figured things out late last season.

The winner of this game will really get a big boost ahead of conference play, and this game could also help establish the perception of the depth between the Big Ten and SEC.

This was a great game in College Station last season. We all believe in Marcus Freeman, who led Notre Dame to a national championship game appearance last season. This feels like a program that can compete at the highest level and potentially win a national championship. I’m bullish on them this season. A win against A&M likely gets Notre Dame back into the CFP with how its schedule looks after Week 3. If it loses this game, it’s another September loss for Freeman. Notre Dame lost three games at home in September over his first three seasons as head coach. 

I also really like Mike Elko and his fit at Texas A&M. He gets College Station and I think he’ll work out at Texas A&M. But he’ll have to win games like this one to prove that he’s the guy for the Aggies. 

A rematch of the Big Ten Championship Game. I think this game is bigger for Penn State than Oregon. I’ve repeated over and over again that it’s time for Penn State to beat someone it’s evenly matched with or upset a team with more talent than it has. James Franklin has done a perfect job at winning the games he’s supposed to win, which is a talent that shouldn’t be underrated. But he and Penn State have to win those matchup games, where you have to beat a team that has equal talent to you. The Nittany Lions got close to doing that last year, playing Ohio State, Oregon and Notre Dame close.

If Penn State can win this game, that would announce to everyone that this group is ready for the big stage and potentially make a run for a title. 

From an Oregon perspective, this is Dan Lanning’s first opportunity to show what his squad is made of after getting blown out by Ohio State in the Rose Bowl. There isn’t any shame in losing to that Ohio State team, but Oregon has to show that it has turned the page and can continue to play at a high level. If it can win at Penn State, which I think is the toughest place to play in the Big Ten, that would be saying something for Oregon.

This is a sneaky, under-the-radar one. This game is important for Illinois because the game gives them an opportunity to show they can be this year’s Indiana. Both teams could be 4-0 entering this game. If Illinois wins this game, it’d likely be 5-0, with its game against Ohio State as its only difficult game remaining. That Ohio State game doesn’t look as daunting if Illinois handles business against USC. 

Bret Bielema is building something very special at Illinois. However, they’re going to have to fight the chance of being a former afterthought that turns into the apple of everyone’s eye. Illinois doesn’t have the talent to blow everyone out, but Bielema is building something very sustainable.

As for USC, it’s pretty obvious: Lincoln Riley needs to stack some good wins. He did great early in his tenure at USC, but things got shaky over the last couple of years. If USC loses this game, it’s staring right down the barrel of another possible 7-5 season. USC has one of the best recruiting classes in the country for 2026, so it’s building momentum off the field. Now, it needs to build momentum on the field, too. 

This is an obvious one. This game is really always a great game. They could play it in a parking lot, and it would be a great game with high stakes. The winner of this game will likely be in the SEC Championship Game.

Then, you get into the implications for both teams. Is Alabama back at the level it was at with Nick Saban? This is a huge early test for Kalen DeBoer in Year 2, and Alabama’s schedule after this game is manageable. 

For Georgia, if it loses this game, we’ll wonder if the Bulldogs are slipping. It’d mark two straight losses to Alabama, with a loss in the CFP quarterfinals sandwiched between that. 

Alabama & Georgia in Joel Klatt’s top games that will shape the 2025 season

Alabama & Georgia in Joel Klatt’s top games that will shape the 2025 season

Penn State vs. Ohio State (Week 10)

This is likely another top-five matchup, which will present another opportunity for James Franklin to get a marquee win. If Penn State doesn’t beat Oregon in Week 5, there will be a ton of pressure on Franklin and the Nittany Lions when they head to Columbus, especially in a year where the Buckeyes are breaking in a new quarterback and coordinators. This is also the most experienced and talented team Franklin has had in his tenure at Penn State. It’s a big opportunity for Drew Allar to show what he’s made of.

The loser of this game will be in a precarious spot in the Big Ten title race. We’ll see how it plays out, but Penn State needed a wild loss from Ohio State against Michigan to reach the Big Ten Championship Game last season. 

LSU vs. Alabama (Week 11)

As I got to the later weeks of the season while making this list, I started predicting some outcomes from earlier games. Most of us probably think that Georgia will beat Alabama in Week 5. I think Clemson will beat LSU in Week 1.

If those two results happen, the LSU-Alabama matchup in Week 11 will be a monster game with CFP implications. I don’t know if the loser of this game can still make the CFP if it also lost its game earlier on this list. It could be a battle for the third or fourth CFP spot among SEC teams. 

And as I touched on with both teams’ inclusions earlier on this list, this is a high-stakes game for both coaches. Brian Kelly needs as many high-profile wins as he can get, and you have to think that Kalen DeBoer doesn’t have that long of a runway at Alabama. The way things finished for DeBoer in Year 1 wasn’t very Alabama-esque. 

Ohio State vs. Michigan (Week 14)

This game was obviously going to make the list. It’s a battle between the last two national championship winners. You’ve got the backstory of how this game finished last year, with Michigan trying to plant the flag at The Shoe before a fight broke out. Even though Ohio State got its national championship, it still has to listen to Michigan say, “Well, you didn’t beat us, and we won our national championship going 15-0.”

Michigan coach Sherrone Moore improved to 2-0 all-time against Ohio State with the Wolverines’ upset win in Columbus in 2024. (Photo by Jason Mowry/Getty Images)

This year’s game is going to be epic. Can Michigan actually win a fifth straight game against Ohio State? Thinking back to the COVID year, I didn’t think Michigan was going to win The Game for the foreseeable future. Somehow, it’s won four in a row.

There are some games that were certainly worthy of being mentioned on this list, but these are the 10 that I feel will truly shape the 2025 college football regular season. Maybe I’ll touch more on those games at a later date. 

Joel Klatt is FOX Sports’ lead college football game analyst and the host of the podcast “The Joel Klatt Show.” Follow him at @joelklatt and subscribe to the “Joel Klatt Show” on YouTube.

Want great stories delivered right to your inbox? Create or log in to your FOX Sports account, follow leagues, teams and players to receive a personalized newsletter daily.

 


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What’s next for the St. John’s star?

It has been a tumultuous offseason for the Big East Player of the Year, RJ Luis Jr. First, there was the highly publicized feud with head coach Rick Pitino at the NCAA Tournament. Pitino benched his star for not giving the needed effort. Luis wasn’t playing well, but according to Pitino, he wasn’t playing the […]

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It has been a tumultuous offseason for the Big East Player of the Year, RJ Luis Jr. First, there was the highly publicized feud with head coach Rick Pitino at the NCAA Tournament. Pitino benched his star for not giving the needed effort. Luis wasn’t playing well, but according to Pitino, he wasn’t playing the right way either. The benching of the Red Storm star led to them losing the game and making an early exit in the NCAA Tournament.

The benching and the feud with coach Pitino led to the wing entering the transfer portal, but declaring for the NBA Draft. Luis never had any intention of finding a new team to play for and was determined to play in the NBA. After receiving mixed feedback about where he would get drafted, all of which were mid to late second-round projections. The wing decided to risk it and stay in the draft and forego the rest of his college eligibility. 

As the 59th and final pick of the NBA Draft, the Big East Player of the Year went undrafted. It was heartbreaking for a kid who gave his all to St. John’s and had a huge breakout year. Luis did what he wanted to do, but early reports suggest that had he stayed in college, he could have earned upwards of $2 million in NIL money next year. $2 million may have been the floor, given that revenue sharing has now become a standard feature of major college sports.

Luis isn’t the first player to win a major conference player of the year and not get drafted, and he won’t be the last. Last year was a huge breakout year for the wing, and he won the player of the year unconventionally. He isn’t a shooter and scored almost all of his points in the paint. He did get to the line a bit, but not nearly as much as you would expect for a player who got the paint as often as the former Johnnie did. Even with the unconventional play style, he still averaged over 18 points and seven rebounds per game in one of the best conferences in the game.

Luis can play in the NBA for the right team, but he needs another year in college playing at the highest level to show that this last season wasn’t a fluke. So, what is next for the star guard in his NBA journey?  

At the time of this writing, he has not yet received a deal with any NBA team. That will come in time. The wing will likely receive a deal with an NBA team for a summer league deal. There have been numerous undrafted players who have worked their way into an NBA deal through the summer league and free agent deals with an NBA team. 

*Luis has signed a deal with the Utah Jazz

Alex Caruso, Lu Dort, Austin Reaves, and Julian Champagnie. All of those players were undrafted and have worked their way onto NBA rosters. Caruso, Dort, and Reaves are all NBA Champions. Luis needs to focus on the summer league and prove his worth, which could lead to a two-way NBA deal.





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“You’re Making More Money Than Me”: Paige Bueckers Speaks on Geno Auriemma Adjusting to NIL Era

Looking from the outside in, the  NIL is a bad development in college sports, with multiple programs suffering as a result of constant player movement. Some head coaches have also voiced their opinion concerning the state of college basketball. But not every coach views the shift as a bad thing. Dallas Wings’ Paige Bueckers recently […]

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Looking from the outside in, the  NIL is a bad development in college sports, with multiple programs suffering as a result of constant player movement. Some head coaches have also voiced their opinion concerning the state of college basketball. But not every coach views the shift as a bad thing.

Dallas Wings’ Paige Bueckers recently concluded her outstanding college career at UConn as one of the few star athletes to experience the state of the NCAA before and after the introduction of NIL. The change certainly benefited her since it allowed the 6-foot-2 guard to build a brand off of her name.

She made a guest appearance on the NILosphy podcast, where she opened up about her experience with NIL and discussed UConn’s handling of the change in player and team dynamics.

“They wanted us to make money, and they really enjoyed that we got this opportunity,” Bueckers said. “They never wanted to get in the way of what we had to accomplish.”

The UConn Huskies have been the most dominant program in women’s college basketball throughout recent memory. It wouldn’t have been a surprise if head coach Geno Auriemma weren’t a fan of NIL, since it pushes players away from building cohesion within a team. Instead, he didn’t find a problem in adjusting to this new era of college basketball.

“He was very receptive to everything going on,” Bueckers revealed. “But at the end of the day, he always wanted our priorities to be basketball. IF you’re coming to UConn for money, you’re not coming to the right place.”

Auriemma always pushed his players to seek the best financial opportunities for themselves. After all, their time at UConn is brief in the grand scheme of their lives. At most, these players spend five years playing under him, and many of his athletes don’t proceed with a professional basketball career.

The adjustment stage hasn’t been too hard on Geno either, considering he just led the Huskies to a National Championship this past season. The dynamic is different between coaches and players, but Buerckers claims he always diffused any tension whatsoever with his unique brand of humor.

“He would always joke, ‘You’re making more money than me now. Why do you need me?’ He’s just joking, but he was happy for us,” she said.

More coaches need to have the approach Auriemma has toward NIL because it isn’t going anywhere. Players are only going to make more money as the years go by. The ability of head coaches to navigate these changing times may be the deciding factor between the groups that can win titles and those that don’t.



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Paige Bueckers Talks Favorite NIL Deals

In this episode of NILOSOPHY, Deja Kelly sits down with Paige Bueckers, the No. 1 overall pick in the 2024 WNBA draft, for an unfiltered interview. From dominating at UConn to navigating injuries, NIL (name, image, and likeness) deals, and building a brand off the court—Paige shares it all. Paige talks about why she declined […]

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In this episode of NILOSOPHY, Deja Kelly sits down with Paige Bueckers, the No. 1 overall pick in the 2024 WNBA draft, for an unfiltered interview. From dominating at UConn to navigating injuries, NIL (name, image, and likeness) deals, and building a brand off the court—Paige shares it all.

Paige talks about why she declined an additional year of eligibility at UConn, how she built a multimillion-dollar NIL brand from scratch, and the real business behind NIL deals, social media, and agents. She also discusses what it’s like to get drafted and play for the Dallas Wings; behind-the-scenes stories from working with companies like Nike, Gatorade, and Verizon; and why she’s fighting for change in the WNBA’s next CBA.

Paige also reflects on the power of relationships, her coach Geno Auriemma’s evolution in the NIL era, and the real mental toll of being a public figure at the top of the game.





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$2.7 million star expands substantial NIL empire with latest deal

Alabama wide receiver Ryan Williams is making the most out of his Freshman All-American season by expanding his NIL portfolio. Williams broke out as first-year wide receiver in 2024, leading Crimson Tide wideouts with 48 receptions for 865 yards with 10 total touchdowns. The former five-star raised his On3 NIL valuation to $2.7 million entering […]

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$2.7 million star expands substantial NIL empire with latest deal

Alabama wide receiver Ryan Williams is making the most out of his Freshman All-American season by expanding his NIL portfolio.

Williams broke out as first-year wide receiver in 2024, leading Crimson Tide wideouts with 48 receptions for 865 yards with 10 total touchdowns.

The former five-star raised his On3 NIL valuation to $2.7 million entering the 2025 season and holds partnerships with nail polish brand Sally Hansen, Hollister and Uber Eats.

Williams is also paired with Ohio State wide receiver Jeremiah Smith on the deluxe edition cover of the new EA Sports College Football 26 video game.

Williams’ latest NIL move was revealed on Thursday by football equipment brand NXTRND.

The select group of NXTRND athletes includes Williams, Alabama cornerback Zabien Brown, Ohio State safety Caleb Downs, Oregon wide receiver Dakorien Moore and Georgia safety KJ Bolden.

Multiple NXTRND products are listed as Williams’ gear, ranging from towels to socks, gloves and wristbands.

Williams, only a sophomore, ranks 15th in NIL value among all college athletes. And there are a wealth of opportunities ahead for the Alabama star, especially as he improves on the field throughout his career.

Alabama will open the 2025 season at Florida State on Aug. 30 at 3:30 p.m. ET (ABC).

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Arch Manning reveals approach to balancing football, NIL deals

When he first stepped foot on campus at Texas, Arch Manning was primed for NIL success. The son of Cooper Manning, grandson of Archie and nephew of Peyton and Eli, he was already a top name in the sport as the nation’s No. 1 recruit. But as he sat behind Quinn Ewers for two years, […]

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When he first stepped foot on campus at Texas, Arch Manning was primed for NIL success. The son of Cooper Manning, grandson of Archie and nephew of Peyton and Eli, he was already a top name in the sport as the nation’s No. 1 recruit.

But as he sat behind Quinn Ewers for two years, Manning – who has a $6.8 million On3 NIL Valuation – didn’t venture too far into the NIL space. His only major NIL deal was with Panini America.

But that all changed this offseason, and the former Five Star Plus+ prospect said he’s hoping to finish everything by the time the 2025 campaign starts. Once the season starts, his focus will be on football as he gears up for Year 1 as Texas’ starter.

“I’m trying to get all that stuff out of the way before the season,” Manning said at the Manning Passing Academy in Thibodaux, La. “Obviously, you want to take advantage of what you can and make the right decisions on partnering with companies, but I’m focused on ball.”

Manning’s portfolio now includes deals with Red Bull, Uber and Vuori, as well as an extended merchandise partnership with Panini. He also appeared in the EA Sports College Football 25 video game and has appeared in commercials promoting this year’s installment. On3’s Pete Nakos revealed a new commercial is in the works, as well.

At $6.8 million, Manning has the top On3 NIL Valuation in the college football NIL rankings. He also ranks No. 1 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

Arch Manning going ‘with his gut’ in NIL space

The plan was for Manning to wait to sign more NIL deals until he became a full-time starter. But he doesn’t necessarily seek the spotlight. Steve Sarkisian recently confirmed both he and Manning declined to appear on the cover of EA Sports College Football 26.

As he navigates the space, Manning leaned on his uncles, who rose to stardom both on and off the field during their respective careers. He also doesn’t want to spread himself too thin in the NIL world while he continues to develop under Sarkisian’s watchful eye. But he’s been watching what others do.

“I think I kind of go with my gut and see what other people have done, who’s done it the right or wrong way,” Manning said. “I’ve got a lot of support with my family and go with my gut at the end of the day and try not to do too much.”



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