Millions is expected to be spent devouring food and drink inside the Las Vegas stadium hosting this year's Super Bowl LVIII.
The epic eventing, which is the highlight of the United States' sporting calendar, see will the Kansas City Chiefs face off against the San Fransisco 49ers to see who will be crowned the 58th Super Bowl champions on Sunday, 11 February.
But right now we don't care about the NFL's most prestigious game of American football.
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No, we're here for the food.
The Super Bowl is a cultural event in the sporting world, with it transcending the game being played. Food plays a huge part in that, alongside the likes of blockbuster adverts featuring some of the most famous faces in the world.
If you've ever been to a stadium for a concert or sporting event, you're used to paying over the odds for a soft drink, pint or snack to keep you topped up.
But at Vegas' $2 billion Allegiant Stadium, usually home to the Las Vegas Raiders, the ante has been upped for the big day.
Around 65,000 fans will be packed in to the stadium, with it not being cheap to get in there in the first place.
We're talking thousands to sit in the Gods, and tens of thousands for one of the best seats in the house.
You'll then have to pay a premium if you want to keep yourself topped up.
Pictures from inside the Allegiant Stadium this Super Bowl week have shown exactly what people will have to pay for basic food and drink.
When it comes to a single slice of double pepperoni pizza, you're looking at $13.99 (£11.09). It's a dollar less without the meat. They're not tiny, though, and bigger than a piece you might get served up at an Italian restaurant.
Snacks are also pricey coming in at $14.99 (£11.88) for the souvenir popcorn selection. What is good is that refills only cost $2.99 (£2.37), so if popcorn is your thing, you can make it worth your while.
Thankfully other snacks come across a lot more affordable than the bucket.
A Bavarian pretzel is only $5.99 (£4.75) and a hot dog is $2.99.
For nachos and cheese, you're looking at another $2.99. If you want cheese sauce on top of anything, it's $1.99 extra (£1.58).
A bag of crisps will also put you back $2.99.
However, beer is where it gets pricey once again.
For a Coors Light, Budweiser or Bud Light on draught, we're talking the same as pepperoni pizza at $13.99.
The premium options - Modelo Especial, Michelob Ultra, Stella Artois, Kona Big Wave, will cost you $15.99 (£12.67).
Then there's something called the 'deluxe can', which is $15.99 and comes in either Bud Light or Budweiser.
A 'premium can' will then set you back $17.99 (£14.26), which is the one dollar more than a wine.
Water and bottles of fizzy pop will cost $6.99 (£5.55).
You can easily end up paying at least $100 a head if you have a ticket, which multiplied by 65,000 heads will see a cool revenue stream of at least £6.5 million in snacks and drinks alone.
Topics: Super Bowl, Food And Drink, US News, Sport, Money
Tom Earnshaw