MADISON (WKOW) – When the Badgers win, Madison feels it. A new study from the Center for Research on the Wisconsin Economy (CROWE) says when the Badgers lose, Madison feels that too.

"We all want to try to support the Badgers as much as we can, even in harder times for the football team. It's our community," said Jason Ilstrup. "We're not just fair-weather fans."

Ilstrup, president of Downtown Madison Inc., shared insights from the study and his observations in the area. The study indicates that the poor performance of the team might lead to a $160 million loss in economic activity this year. This includes fewer fans visiting, which translates to less spending at local restaurants, hotels, and shops.

"UW athletics is such a powerful force in the downtown, and we need to do everything we

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