NBC Sports Group President Pete Bevacqua had just arrived at NBC’s ad sales tailgate on Waldron Deck outside of Soldier Field when a colleague thrust a cold can of Spotted Cow beer into his hand. It was two hours before kickoff of the Packers-Bears game that would start the NFL’s 100th season. NBC carried the Sept. 5 game, and Bevacqua wanted to take some time to press the flesh with advertising clients and see NBC staffers.
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