If you run a promotion that’s connected the game of football, you should probably understand how it works. For example, the Seattle Seahawks have had a very stingy defense this season. The New York Giants, on the other hand, have had an utterly piss-poor offense. When a top level rush defense collides with a bottom of the barrel rush offense, you tend to bet on the defense.
What you certainly don’t do is run a promotion where 12 people can split $420,000 if the Seahawks shut out the Giants. You run that promotion the following week when the Seahawks play the Arizona Cardinals and then you hobble a cornerback for the Seahawks, Nancy Kerrigan-style.