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Women’s college basketball is growing so why isn’t the gambling industry betting on it?

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Women’s college basketball is growing so why isn’t the gambling industry betting on it?

One Tuesday morning in late February, a fan in New York who logged into FanDuel’s online sportsbook would’ve found 33 men’s college basketball games listed to bet on and zero women’s games. That fan could place an online wager on some midmajor men’s contests, such as Western Illinois vs. Lindenwood, Troy vs. Texas State and Bowling Green vs. Eastern Michigan. However, no odds were listed for women’s games involving power conference programs like Arizona vs. Texas Tech or Iowa State vs. UCF.

The following day wasn’t much different. FanDuel posted odds on 49 men’s college basketball games for New York state bettors, compared to only seven women’s games. There was a 50-11 discrepancy on another day. You can guess which sport had more betting markets.

Now it’s March, and the 2025 women’s NCAA Tournament begins later this week. March and April are the sport’s shining moments — for players, coaches, fans and even sportsbooks. March Madness (men’s and women’s) is the biggest annual betting event in the U.S.

But in women’s college basketball, the March Madness betting boomlet masks regular-season betting inequities.

Women’s college basketball is in the midst of a historic growth period. Last year, the women’s NCAA Tournament championship game outrated the men’s final in viewership for the first time. Caitlin Clark’s popularity also sparked new records for sports betting on women’s college basketball during the tournament. But, in the regular season especially, the differences between how legal online sportsbooks in the U.S. handle the two sports remain stark. It leaves some sports gamblers wondering why it’s so hard to bet on women’s college basketball.

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Industry experts point to a number of factors. Resource allocation, product placement and questions about demand are among them. Some see it as a chicken-or-the-egg dilemma.

“How does it get more attractive if you only get people there if they search for it instead of pushing it more aggressively out?” asked Laila Mintas, a strategic advisor and longtime executive in the sports, sports betting & iGaming space.

Sportsbooks are interested in creating markets — a type of bet someone can make, including moneyline, point spread and totals — they think will garner interest and be profitable. They make daily choices about what to list, what betting limits they apply to prospective wagers and about lines themselves.

Historically, online legal sportsbooks in the U.S. haven’t been as interested in women’s basketball markets.

“You have to be intentional about wanting to do this,” said Brett Abarbanel, an associate professor and executive director at UNLV’s International Gaming Institute.

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That seemed evident last March as sports betting involving Clark’s Iowa games showed what was possible when books were intentional in their women’s college basketball listings. Johnny Avello, the director of sportsbook operations at DraftKings, said women’s college basketball betting was “pretty stagnant” until Clark rose to prominence. Then, “(it) became very interesting to bettors, especially in-game wagering,” he said.

The 2024 NCAA women’s championship broke BetMGM’s record for the most-bet women’s sporting event of all time. Clark player props were their most-bet tickets in last year’s NCAA Tournament (men’s and women’s).

Talk about being intentional: Clark bets were displayed front and center, often fed to users as one of the most prominent tabs or pop-ups on a sportsbook’s online app.

Hannah Luther, the women’s basketball trader at BetMGM, said she was curious about whether the “Caitlin Clark Effect” would wear off this season. But interest has remained. “We’ve been shown that people are definitely interested even though she’s moved on to the WNBA,” she said.

Yet, there is still a noticeable difference between how men’s college basketball regular season games and women’s college basketball games are displayed on online sportsbooks, according to Ceyda Mumcu, a professor of sport management at the University of New Haven. While men’s college basketball games are often presented prominently on legal sportsbook apps — found via a simple tap of an NCAAB button, for example — finding women’s college basketball games often involves thumbing through an online sportsbook’s listings. It might take two, three or four taps of a button to find a women’s game, instead of one on the men’s side.

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“It is not as accessible, and you have to dig and click around to find it if it is there,” Mumcu said.

Added Mintas: “They make it so hard for us to bet what we’re looking for by hiding it somewhere down in the tabs.”

But presentation is just one factor limiting women’s college basketball betting. Industry insiders point to sportsbook staffing discrepancies as another reason for the still-stark difference between men’s and women’s basketball betting.

Promoting a sport takes a commitment to resources. Fanatics, for instance, has five full-time traders who handle everything basketball, but no singular person focused on women’s college basketball. Not until the women’s NCAA Tournament will they have traders solely working on women’s games.

Luther began working at BetMGM in January 2024 in a general trading role. Amid a flood of interest in women’s basketball, the company quickly realized it needed somebody to focus on women’s sports. So Luther took the lead on women’s basketball trading and is the first person to hold that role at the company. BetMGM has increased its investment in the sport; the company says it went from offering 250 games in the 2022-23 regular season to 1,200 this year. And yet, there is still room for growth, and many books still don’t have a specific role focused on women’s basketball.

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Staffing is just one aspect of sportsbook resource allocation, however. Focusing on one sport can mean diverting resources away from other aspects of sportsbook operations.

“Developing an emerging sport for betting requires the obvious work, like building and testing pricing models and rejiggering your sportsbook to include the markets,” Chris Grove, a partner at Eilers & Krejcik Gaming, a gambling research and consulting firm, wrote in an email. “Then there’s the less obvious work, like learning the who, how and why of betting on the sport, building sport-specific promotional and marketing strategies and identifying and accounting for any integrity components that might be unique to the sport.”

Risk management is another factor that accounts for listing differences between the two sports. In general, sportsbook operators can set their own lines with the raw data they are fed from providers or take ready-to-go products compiled by prominent data collectors. For most markets, sportsbooks establish an automated process where odds are set and adjusted algorithmically based on these inputs.

But for emerging or test markets, traders may choose to set the odds manually — with prices inputted fully by the trader — to gauge interest. Fanatics basketball trader Ethan Useloff said they sometimes receive requests through customer service for specific women’s markets that the book doesn’t yet have available. In that case, if they aren’t sure the market will be popular, they will have a trader set the lines manually, a process that can be more time-consuming.

At BetMGM, some of the processes they automate for men’s college basketball, they don’t automate for women’s basketball. “So putting up a smaller game is going to take more effort if it’s a women’s game rather than a men’s,” Luther said.

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Useloff said another way that a sportsbook can reduce risk is by setting limits on the amount of money a bettor can put down, so the book isn’t on the hook for as much. Lowering the limit also mitigates the risk of a sharper bettor catching a line that’s been entered wrong or gone off-market. But it also might make a bet less appealing to a potential consumer.

“The bookmaker is always trying to balance the book,” Mintas said. “You have to make sure you have enough volume to make sure your book is balanced.”

But, for those committed to betting on women’s basketball, there are still avenues for it. Interest is apparent when comparing legal sportsbook markets in the U.S. with illegal (anyone who’s offering gambling and does not have a license for their jurisdiction) markets.

According to YieldSec, a leading technical marketplace intelligence platform, there were more than 4.1 times as many illegal women’s basketball bet market offerings last year (in college and the WNBA), not including predictors, than legal offerings in the U.S. They found there was nearly as much money bet last year on women’s basketball illegally ($1.49 billion) as on men’s basketball legally ($1.55 billion).

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“The lack of betting offers from the legal industry is weirdly, inadvertently, unconsciously, unknowingly, maybe, driving people into illegal gambling because they can’t find the bets they want on legal sites,” said Ismail Vali, YieldSec’s founder and CEO. “(Illegal gambling companies) just see it as more content equals more money.”

Like other historical investment gaps in women’s sports, it’s unsurprising to see similar differences between men’s and women’s basketball gambling. YieldSec tracked $5.2 billion in bets placed on illegal and legal offerings on men’s basketball (NBA and college) last year, compared to $1.83 billion on women’s basketball (WNBA and college).

But as women’s college basketball ratings continue to demonstrate, the sport is a growing marketplace. Gambling industry experts still see women’s college basketball as an avenue legal sportsbooks aren’t taking full advantage of.

“I think it’s a loss of a big revenue stream that they could have had,” Mintas said.

Some sportsbooks have adjusted. Luther, the BetMGM trader, said the sportsbook has seen a 750 percent increase in the number of bets over the last two years.

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“Some of our growth can be attributed to the fact that we’ve been putting up more markets and more games, but not all of it,” Luther said. “We haven’t been putting up 700 percent more markets for people to bet on, so clearly, there’s also more interest in the sport.”

Assuming interest continues to grow, BetMGM plans to keep expanding its markets and narrowing the gap between men’s and women’s offerings. Avello, the DraftKings executive, said he expects this year’s women’s NCAA Tournament to be as big as any before. Nevertheless, he said the men’s and women’s tournament betting totals aren’t comparable.

Abarbanel said that she doesn’t expect such a stark disparity between men’s and women’s college basketball betting in five years. And yet, for now, many industry insiders still believe that those who put a dollar value on the games themselves don’t value women’s college basketball enough.

“The mentality needs to change, and we can’t necessarily see that across the board just yet,” Mumcu said.

Future tournaments will also serve as check-in points for that growth. But perhaps the true sign of how much the disparity has decreased — and how much more opportunity sits in the gap — can be found by opening a sportsbook on an otherwise unmemorable regular-season night.

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— The Athletic’s Hannah Vanbiber contributed to this report.

 

(Illustration: Dan Goldfarb / The Athletic; Photo: Jayne Kamin-Oncea / Getty)

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Jon Jones requests UFC release after Dana White says legend was ‘never’ considered him for White House card

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Jon Jones requests UFC release after Dana White says legend was ‘never’ considered him for White House card

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Mixed martial arts legend Jon Jones ended his retirement from UFC simply because he wanted a spot on the “Freedom 250” fight card at the White House in June. 

But, when UFC CEO Dana White announced the card during UFC 326 this past weekend, Jones wasn’t among the fighters. As a result, he has requested a release from his UFC contract. 

White was candid when asked about Jones following the UFC 326 card. 

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Jon Jones of the United States of America reacts after his TKO victory against Stipe Miocic of the United States of America in the UFC heavyweight championship fight during the UFC 309 event at Madison Square Garden on Nov. 16, 2024 in New York City.  ((Photo by Sarah Stier/Getty Images))

“Never, ever, ever, which I told you guys a hundred thousands times, was Jon Jones ever even remotely in my mind to fight at the White House,” White explained, per CBS Sports. “Some guy with Meta Glasses filmed him talking about his hips – that his hips are so bad. And I don’t know if you guys saw that flag football game where he can barely run. Jon Jones retired because of his hips. He’s got arthritis in his hips. Apparently, doctors say he should have a hip replacement.”

White added that “the Jon Jones thing is bulls—,” saying that he texted the fighter’s lawyer saying he would never be on the White House card despite Jones saying he was in negotiations for it. 

UFC ANNOUNCES CARD FOR WHITE HOUSE EVENT

The Meta Glasses incident White is referring to came from a viral video, where Jones, unaware he was being filmed, discussed issues with his hips to a fan. 

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On Monday, Jones composed a thorough response to White’s comments about him and the White House Card. He previously posted and deleted social media explanations, but Monday’s appeared to be his final statement on the matter. 

UFC President Dana White speaks after UFC Fight Night at Toyota Center on Feb. 21, 2026.  (Troy Taormina/Imagn Images)

“Yes, I have arthritis in my hip and it’s painful, but that doesn’t mean I can’t fight,” Jones, who retired a heavyweight champion in 2025, said. “So let me get this straight, if I had accepted the lowball offer, suddenly my hip would be fine and I’d be on the White House card? That doesn’t make sense. I even received stem cell treatment last week to get ready for the White House card, and training camp was scheduled to start today. I was preparing to be ready. 

“I understand business deals fall through sometimes, but going out publicly and saying things that aren’t true isn’t right. After everything I’ve given to the UFC, the years, the title defenses, the fights, hearing that I’m ‘done’ is disappointing. Especially when as recently as Friday UFC was calling me trying to get me on that White House card for a much lower number.”

Jones finished his statement by saying he “respectfully” asks to be released from his UFC contract.

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Jon Jones enters the ring before facing Stipe Miocic in the UFC heavyweight championship fight during the UFC 309 event at Madison Square Garden on November 16, 2024 in New York City, New York. (Chris Unger/Zuffa LLC)

“No more spins, no more games. Thank you to the real fans who know what’s up,” he wrote. 

The UFC did not immediately respond to a request for comment by Fox News Digital.

Jones is considered one of the best UFC fighters of all time, owning a 28-1-1 record, which includes his last bout with Stipe Miocic, knocking him out to take the heavyweight title belt. He is also a two-time light heavyweight champion. 

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With U.S. at war with Iran, political upheaval could engulf World Cup

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With U.S. at war with Iran, political upheaval could engulf World Cup

Twelve days ago the U.S., a World Cup host country, launched a full-scale bombing campaign against Iran, a country that has qualified to play in the tournament. That’s never happened before.

Five days later, that same World Cup host began military operations inside the borders of Ecuador, another World Cup qualifier, half a world away. That’s never happened before either.

With the tournament scheduled to kick off in three months, those events have soccer scholar Jonathan Wilson questioning whether it’s wise for the World Cup to go on at all.

“It seems to me, for each passing day, it’s less and less likely that the World Cup can happen,” he said.

That take seems unduly alarmist said David Goldblatt, a British sportswriter and sociologist who is a visiting professor at Pitzer College in Claremont. Anything short of a full-scale war inside the U.S. would not be enough to pull the plug on the tournament now, he said. Especially with FIFA expecting revenues of as much as $11 billion.

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“I mean, it’s not a good look,” Goldblatt conceded. “And certainly when set against FIFA’s official pronouncements on its role in encouraging world peace and cosmopolitan celebrations of a universal humanity, none of that sits terribly easily.

“But in terms of actually running the World Cup, I don’t think it’s going to make very much difference at all.”

However, with the Trump administration open to engaging in more international conflicts, there’s little doubt this World Cup, the largest and most complex in history, will also be the most political in history as well.

Complicating things further is the fact the current conflict in the Middle East hasn’t been limited to just the U.S. and Iran. Iranian missiles have hit both Qatar and Saudi Arabia, among other countries, and Jordan has fired on U.S. assets.

Those three countries are World Cup qualifiers as well.

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The fate of a soccer tournament pales in importance to the death and destruction the conflagration in the Middle East has produced, of course. But the need for unity is the very reason there’s a World Cup in the first place.

When French soccer administrator Jules Rimet founded the tournament 96 years ago, he believed soccer could be a tool for international peace. And in the early years of the tournament, Rimet, FIFA’s longest-serving president and a talented diplomat, was able to limit the impact of geopolitics on the World Cup, watering down Mussolini’s influence on the 1934 World Cup, for example, and steering the 1938 tournament away from Hitler’s Germany.

FIFA President Gianni Infantino has taken a far different approach, courting President Donald Trump’s support despite his growing number of global conflicts.

A week before bombs began falling on Iran, Infantino appeared at the inaugural meeting of Trump’s Board of Peace wearing a red cap with ‘USA’ on the front and the numbers ‘45-47’ — a reference to Trump’s non-consecutive presidencies. That act was so blatantly partisan, IOC president Kirsty Coventry said her organization would investigate whether Infantino, an IOC member, breached the terms of the group’s charter, which requires members to act independent of political interests.

FIFA president Gianni Infantino holds up a USA hat as he attends the inaugural meeting for the Board of Peace at the Institute of Peace in Washington on Feb. 19.

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(Chip Somodevilla / Getty Images)

“Infantino has absolutely breached every FIFA protocol on neutrality,” said Wilson, author of “The Power and Glory: The History of the World Cup.”

“Absolute neutrality is always impossible and not desirable, but it has clearly gone way, way, way beyond. The peace prize looked grotesque at the time. It looks even worse now. And I can’t see how the future will look kindly on Infantino. I think Infantino has to some extent legitimized Trump.”

This is hardly new behavior from Infantino, who had close relationships with Vladimir Putin ahead of the 2018 tournament played in Russia and Qatar’s leaders ahead of the 2022 tournament despite their well-known human rights violations.

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The list of countries Infantino is asking to overlook poor relations with the country hosting the majority of World Cup games this summer is growing.

Consider that Denmark, which administers Greenland, an autonomous territory Trump has also threatened to invade, can qualify for the tournament in a European playoff that will take place later this month. Then there’s World Cup qualifiers Haiti, Ivory Coast and Senegal, who aren’t at war with the U.S. but whose citizens have been banned from entering the country to cheer for their teams. That completely contradicts a promise from Infantino, who said “everybody will be welcome” at the 2026 World Cup.

“If I had a crystal ball I could tell you now what is going to happen,” Heimo Schirgi, the World Cup chief operating officer for FIFA, said Monday. “But obviously the situation is developing. It’s changing day by day and we are monitoring closely. [But] the World Cup will go on right? The World Cup is too big and we hope that everyone can participate that has qualified.”

Goldblatt, the Pitzer professor, said Infantino’s action are understandable since he has few cards to play against Trump.

President Trump speaks as he receives the FIFA Peace Prize while FIFA president Gianni Infantino applauds Friday.

President Trump speaks as he receives the FIFA Peace Prize as FIFA president Gianni Infantino applauds on Dec. 5 the Kennedy Center in Washington.

(Patrick Smith / Getty Images)

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“What’s Infantino going to do? What levers can you pull?” he asked. “You can threaten to take it away. That’s not happening. Moral admonishment? Who’s going to take that from FIFA? It is a farcical idea that anybody thinks that the president of FIFA has any kind of collective moral authority or any role as a spokesperson for the progressive part of the world.

“They may fantasize that this is the case. But it is morally and politically absurd that any of us should expect that of these people. So if you are Infantino and that is the case, you know what works with Trump? What works is flattery. So of course he’s gone down that path.”

The games, Goldblatt said, will go on even if bombs are still falling. And that may not be an entirely bad thing.

“Football’s a great distraction. That’s partly why it’s so popular,” he said. “It will be virtually impossible, if the war continues, for that not to be a central element of like, the meaning and the purpose of what we’re all doing here.

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“How we’ll feel and what it will look like, I don’t know. It will be very strange. Football is unpredictable and extraordinary. Something will happen that will warm our souls.”

You have read the latest installment of On Soccer with Kevin Baxter. The weekly column takes you behind the scenes and shines a spotlight on unique stories. Listen to Baxter on this week’s episode of the “Corner of the Galaxy” podcast.

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Australia grants asylum to 5 Iranian women’s soccer players amid Iran conflict

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Australia grants asylum to 5 Iranian women’s soccer players amid Iran conflict

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Australia granted asylum to five players from the Iranian women’s soccer team who were visiting for a tournament when the U.S.-Israeli attacks against Iran began.

Australian federal police officers on Tuesday transported the five women from their hotel in Gold Coast, Australia, to a “safe location” after they made asylum requests to meet with Home Affairs Minister Tony Burke and to finalize the processing of their humanitarian visas.

“Last night I was able to tell five women from the Iranian Women’s Soccer team that they are welcome to stay in Australia, to be safe and have a home here,” Burke said on X.

The move comes after the team refused to sing the Iranian anthem before their first Women’s Asian Cup match early last week against South Korea, although they later sang and saluted the anthem in two subsequent matches, including ahead of their final match, when they were eliminated by the Philippines.

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IRANIAN WOMEN’S SOCCER FANS SHOW SUPPORT FOR TRUMP AS TEAM APPEARS TO PIVOT ON NATIONAL ANTHEM STANCE

Australian Home Affairs Minister Tony Burke poses with five Iranian women soccer players who have been granted asylum in Australia, Tuesday, March 10, 2026. (Australia Ministry of Home Affairs)

“I don’t want to begin to imagine how difficult that decision is for each of the individual women, but certainly last night it was joy, it was relief,” Burke told reporters after signing the documents. “People were very excited about embarking on a life in Australia.”

The five women said they were happy for their names and pictures to be published, according to Burke, who emphasized that the players wanted to make clear that they were not political activists.

The Iranian team arrived in Australia for the tournament before the war against Iran began on Feb. 28.

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After the team was eliminated from the tournament over the weekend, they faced potentially returning to a country still under bombardment. The team’s head coach, Marziyeh Jafari, said on Sunday the players “want to come back to Iran as soon as we can.”

An official squad list named 26 players, as well as Jafari and other coaches.

While only five players were granted asylum, Burke said the offer was given to everyone on the team.

IRAN FLAG REMOVED FROM PARALYMPICS OPENING CEREMONY AFTER SOLE ATHLETE WITHDRAWS OVER TRAVEL SAFETY CONCERNS

Iran players during their national anthem ahead of the Women’s Asian Cup soccer match between Iran and the Philippines in Robina, Australia, Sunday, March 8, 2026. (Dave Hunt/AAPImage via AP)

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“These women are tremendously popular in Australia, but we realize they are in a terribly difficult situation with the decisions that they’re making,” Burke said. “The opportunity will continue to be there for them to talk to Australian officials if they wish to.”

It remains unclear when the remaining players will leave Australia.

“Australians have been moved by the plight of these brave women,” Prime Minister Anthony Albanese told reporters. “They’re safe here and they should feel at home here.”

“They then had to consider that and do it in a way that did not present any danger to them or to their families and friends back home in Iran,” he continued.

The asylum offer came after U.S. President Donald Trump on Monday called on Australia to grant asylum to any team member who wanted it.

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Trump had blasted Australia on social media, saying Australia was “making a terrible humanitarian mistake” by allowing the team to be “forced back to Iran, where they will most likely be killed.”

Supporters react towards a bus transporting Iranian woman players following their Women’s Asian Cup soccer match against the Philippines on the Gold Coast, Australia, Sunday, March 8, 2026. (Dave Hunt/AAP Image via AP)

“The U.S. will take them if you won’t,” Trump said, despite his administration’s efforts to limit the number of immigrants in the U.S. who can receive asylum for political purposes.

Just hours later, Trump praised Albanese in another post.

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“He’s on it! Five have already been taken care of, and the rest are on their way,” Trump wrote.

Albanese said Trump had called him for “a very positive conversation,” about the issue. The prime minister said he explained “the action that we’d undertaken over the previous 48 hours” to support the women.

The Associated Press contributed to this report.

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