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NFL Evolution is a Corporate Social Responsibility (CSR) program designed to improve the health and safety of football participants at all levels (NFLEvolution. com). Though sport-based CSR initiatives are generally well-received by the public, the internal focus of this particular initiative may affect consumers differently. Using data provided by a sample of university students via an online survey, regression analysis was used to determine if this program affected their intentions to consume NFL-related products and media. Results showed that this form of CSR initiative may influence consumption behaviors, especially related to media consumption and intentions to discuss the NFL with others. ABSTRACT FROM AUTHOR