BOZEMAN, Mont. -

Superbowl Sunday means food, friends, and of course, good 'ol team rivalry. But for Montana restaurants and bars, it means serious money.

NBC Montana went to the Rockin' R Bar in Bozeman to check it out, and it was packed.

Workers said to help bring in more business, they offered drink specials, hosted cook-off and gave away a 50-inch TV.

They hoped it would entice Superbowl fans to forgo the house parties and choose them as the place to go to watch the big game.

"It's been really good, it brings a lot of people down" said bartender Josie Pierzina.

"We do a bunch of different drink specials for it- we paired up with the High Country Grill and did a rib sauce cook-off where people bring in their own barbeque sauces that they make. And we have different judges that judge those, and then winner got a spatula and a $50 gift certificate."

Rockin' R said with this year's game delay, it meant fans were there even longer than normal- ordering food and drinks, and boosting the business.