BACKGROUND The University of Arizona (UA) is located in Tucson, AZ, and is 100 miles south of Phoe- nix, which is home to Arizona State University. UA, the state’s oldest university, and ASU, the state’s largest university, have long had an often contentious rivalry. UA has about 37,000 students while ASU tops 66,000. UA’s previous campaigns were based on the slogan “Arizona’s First University.” When of? cials surveyed people about the slogan,

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