MISSOULA, Mont. - The Brawl of the Wild is three days away and shop owners in Missoula are preparing for a rush of football fans.
Missoula businesses, especially downtown and close to campus, are preparing for a rush.
NBC Montana stopped by the MSO Hub Wednesday where merchandisers said they're already seeing an increase in business. They've stocked their store with plenty of Griz gear and even some Bobcat duds for visiting fans.
The Hub has only been open about a year and a half, so they're excited for their first go-around with the rivalry game in Missoula.
"We haven't actually had a history of what it would be like to have the game here, so we're definitely anticipating," said the Hub's Kim Klages Johns. "I've already seen it, traffic's already started
Klages Johns said the weekend will be a nice preholiday boost for business.
NBC Montana looked back on how the football game helped Bozeman's economy last year. A new stadium addition opened an additional 7,300 seats, allowing a record 20,000 plus fans to attend.
The Bozeman Chamber of Commerce reported every hotel room in town sold out and some fans had to stay in Belgrade.