To the original poster I think you're totally wrong. People have been following the Yanks Sox rivaly for the last century, however when one or both teams are doing terribly people stop paying attention for a season. Lately though both the Sox and the Yanks have been making it to the playoffs and therefor have gotten more attention than normal. I mean last year the Sox broke the infamous curse of the bambino, of coarse this is going to get a lot of coverage. The breaking of the curse has sparked a new interest in the rivalry however.
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