It's the United States' most-watched television event - the Superbowl - and it's on next week in Santa Clara, California.
The showpiece event for gridiron's National Football League is more than just a grand final - it's a cultural event, of sorts.
Overseas, the game has struggled to grow.
But, since rugby league convert Jarryd Hayne joined the San Francisco 49ers, a group of Australian gridiron loyalists is trying to change perceptions of the game they love.
That's a length of the field touchdown by Conor Foley for Australia at last year's American football world championships in Ohio.
The Sydney boy came late to the game he loves, only picking up the pigskin for the first time in his early 20s.
Gridiron has become his passion and helping grow the sport his great ambition.
"Australia is on the up. We've got a lot of athletes over here, it's just getting them playing gridiron."
Foley is the brother of Wallabies fly-half Bernard and also played rugby for most of his youth.
He now plays in the New South Wales gridiron league for the Sydney University Lions.
He's become a standard-bearer for the burgeoning sport in Australia after a successful stint playing in the German professional gridiron league.
Foley says the game has witnessed unprecedented exposure in Australia since former Parramatta Eels NRL star Jarryd Hayne signed with San Francisco.
"That sort of exposure is great for the sport. Jarryd Hayne did very well getting over there. He had a steep learning curb and next year he's going to be bigger and better, so he's going to have a good year next year."
The game in Australia is currently organised by loosely affiliated state-based federations, with a national professional league a long-term goal.
But it's at the grassroots level where real growth in the game has been seen.
That's the sound of training at the University of New South Wales Raiders.
It's one of two clubs in Sydney which now has gridiron programs for seven-to-fourteen year olds.
Paul Manera has been at the heart of that juniors growth.
Manera played college football for the University of Hawaii as an Offensive Tackle in the early '90s and is now one of Australia's most respected coaches.
He says junior registrations have doubled since Jarryd Hayne started playing in the NFL.
"I think they watch the NFL and they see the razzamatazz of the game and they like that part of it. But I think they enjoy throwing the football, and catching the football. Obviously in American football you can advance the ball by passing it forward, which you can't do in any of the other rugby codes. They really enjoy that aspect of the game. I think the parents enjoy the fact that the kids actually wear protective equipment."
These young players are perhaps the best salespeople for what the sport offers.
"Scoring touchdowns, running, clashing."
"When you get a touchdown it's so satisfying, you're like that took so long, but it's good."
"Just the big hits and fun of just running around in pads."
Paul Manera says that enthusiasm among junior ranks will eventually translate into further growth.
"Those kids will grow up with American football potentially becoming their first sport and I think once you start doing that then the sport starts to become what's considered a traditional sport as opposed to a boutique sport played by adults only."
A Sydney-based juniors league is next on the agenda, plus camps involving American coaches, programs for high schools and clearer pathways to college football scholarships in the US.
Australia running back Conor Foley is adamant the peak in interest will herald the arrival of a new code on Australia's football landscape.
"As they get older they'll progress as players and gridiron in Australia will be better for it. So it'll reflect in our national teams, our state comps and it's just great for the game."
