The Super Bowl is about to begin and legions of sports fans have packed into California's Levi's Stadium for the true purpose of the day's entertainment.
Nope, not watching the Seattle Seahawks and New England Patriots do their thing, instead it's paying huge amounts of money for drinks.
They say sport is nothing without the fans, but it might be more accurate to say it'd be nothing without their money, as the herd of cash cows ushered into the stadium to be milked are facing high prices to get a drink.
It's $17.50 (£12.90) for a can of lager or a Bud Light Seltzer and 19 bucks (£14) if you want to neck something a little more premium.
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Meanwhile, canned wine is $16 (£11.80) and it's half that if you want to get some water, never mind mentioning how much cocktails are.
You can't put a price on fun, but it seems like you really can put a price on the drinks and snacks you can consume during that fun time.
The prices on the boards have prompted some colourful reactions from people claiming they'd 'rather drink the water from the toilet' and branding it a 'f**king mess' to be spending eight dollars for water.
Then again, while some are calling the prices 'hysterical', there are others who argue they 'actually aren't that bad considering stadium prices' and are close to 'what they've paid for a regular season game in multiple NFL stadiums'.
Besides, the price of a beer or something to eat at the Super Bowl is going to be one of the cheapest costs for people in the stadium to watch this thing live.
According to CBS, the lowest price tickets for the Super Bowl cost someone between $4,000 (£2,940) and $6,000 (£4,410), with the absolute cheapest price tickets costing $950 (£699) very difficult to get.
The people in Levi's Stadium today have paid a lot of money to be there, for most purchases of this magnitude you'd be expecting to drive whatever it is you'd bought.
Meanwhile, CBS says earlier this week, the most expensive tickets still on sale were going for over $30,000 so you'd hope the people paying that kind of money would be able to afford an expensive beer.
Still, it's another sign of just how expensive it can be to get the full experience of watching your favourite sports, there are plenty of people who'd love to go to something of the magnitude of the Super Bowl but can't afford it.
At least when they're watching along at home, they're not spending eight dollars on water.
LADbible has contacted Levi's Stadium for comment.
Topics: Super Bowl, NFL, Money, Sport
Joe Harker