Nobody puts on a show quite like the Americans and the annual hard- hitting extravaganza that is the Super Bowl is no exception.
This year's showpiece game could be a classic, with the Philadelphia Eagles attempting to win a first Superbowl and trying to stop Tom Brady and the New England Patriots winning a sixth in the process.
Despite obvious drawbacks — timing, the length of the game, a rule book that makes rugby union look simple — American football is gaining a growing audience in the UK and some believe it is perfect for pubs.
Allstars Sports Bar in Bristol throws a Super Bowl Sunday party every year, which is attended by hundreds.
General manager Shane O'Hara says the bar sees a huge sales spike on the night but it isn't generally from sports fans swigging back the beer. He says: "It is a totally different dynamic for us: not that much wet sales but loads of food."
And with up to 500 people pouring through the doors, Shane says the team tries to take the heat off the kitchen as much as they can. "We pre-sell 100 to 150 tickets for something pre-prepared and simple like entry, a beer and a hot dog to get some early money in and dilute the food orders in the kitchen," he says.
Tastes of the States
Broadcaster Sky agrees simple themed food can help bring the event to life. A spokeswoman says: "American food and drink is the perfect accompaniment to the Super Bowl — beer bottles in ice buckets, one-hander sub sandwiches, burgers, hot dogs and even boxes of popcorn are all winners and will help to create a great experience for customers."
Stats from sports pub finder app MatchPint suggests the Super Bowl is worth more than £1,000 per site. It is also a sport more people are looking for, with 178 per cent growth in searches for NFL on the app since 2013, the second-fastest-growing sport behind boxing.
Much of that support comes from the elusive younger generation, with 16.7 per cent of sport fans aged between 18 and 35 saying they would watch the Super Bowl — higher than other age brackets.
You can also make the day extra special for competition winners, big spenders or NFL fanatics. Shane adds: "In my previous bar I used to sell Super Bowl boxes, which is a brilliant way of adding atmosphere and getting guys in. It's a slow burner in the UK but massive in Irish and American pubs."
And that slow burner is starting to heat up across the country.
Super Bowl LII
Who: New England Patriots v Philadelphia Eagles
When: Sunday, February 4 circa Midnight GMT
Where: US Bank Stadium - home of the Minnesota Vikings
Half-time show: Justin Timberlake
Live on: Sky Sports and the BBC