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NFL Turns Scouting Combine Into Reality TV

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The NFL is looking at how to make the Combine into a new marketing, money making enterprise. They are looking at for instance having players race each other in the 40 yard dash, compete with bench presses at the same time, etc. Of course they claim they wouldn't do anything at the expense of teams evaluation or players prep for it... Somehow I really don't believe that. Do you?