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This Week: James Madison The James Madison Dukes are the third game for the Heels this year. They play in the Colonial Athletic Association and will be UNC’s first FCS team this year. Only one win against an FCS team counts toward bowl eligibility, so a win here does count toward bowl eligibility, but a loss would do a lot more damage, not only to the season but the recruiting trail as well. So what do we need to know about the James Madison Dukes? Head Coach: Mike Houston.