With Super Bowl 50 taking place this weekend in Santa Clara, CA, between the Carolina Panthers and the Denver Broncos, the competing teams' tourism bureaus have established a friendly wager.
If Carolina wins, Richard Scharf, president and CEO of Visit Denver, will don a Panthers jersey and share an image of it across social media channels for all to see. If Denver wins, Mike Butts, executive director of Visit Charlotte, will do the same with a Broncos jersey.
As their cities' chief cheerleaders, nothing could be more painful than wearing and showcasing the opposing team's jersey.
May the best destination win!