The crème de la crème of annual sporting events has kicked into gear in San Francisco as the city prepares for the expected arrival of around a million fans for the 50th edition of the Super Bowl between the Denver Broncos and Carolina Panthers.
That means Bay Area officials are doing everything to clean up and entertain the city while the players focused today on one of the biggest press conferences in sport.
For journalists, simply getting in a question at Super Bowl media day is a bit like Christmas.
Media from all over the world jam pack the press conference. Some serious, some not so.
This year's event is slightly different to others, a handful of lucky fans were given front row seats for today's conference.
75,000 fans will pack Levi's Stadium for Monday's game, a big crowd but the numbers get far bigger and far more ridiculous.
More than $4Bn is expected to be bet on the match, dwarfing the 1.2 billion chicken wings America's expected to consume on match day.
San Francisco is expecting an economic boom with more than $220M expected to be spent by around a million fans who will descend on the Bay Area this week.
But with that comes extra security, even commuters must go through checks on their way to work this week.
While the America's Cup ditched the Bay for Bermuda, Oracle's old base will be used to keep the homeless off the streets, or so they hope.
Newshub.