MADISON (WKOW) -- The Badgers and Buckeyes kickoff tonight at 6 p.m. at Camp Randall Stadium, but the eye of the Saturday sports world has been fixed on Madison from the early morning hours.
The popular ESPN show "College Gameday" was in town, along with a slew of other ESPN radio and television affiliates.
"We showed up at Gameday at 8 a.m. when it started, thinking it wouldn't be that big of a deal," said Steve Gross. He quickly discovered there were already scores of cheering fans inside.
In fact, there was so much attention on today's game, UW Athletics says they had to turn away some media outlets because they just didn't have enough room.
The previous record for press credentials was 382, set at the Ohio State game two years ago.
They shattered that record today, issuing 541 press passes.
Nearby businesses hoped that extra attention, turned into extra profit.
"Our inside bar was open at 8:30 a.m. and we probably had a good 50, 60 people between 8:30 and 9," said Tom Harberg, general manager of Stadium Sports Bar and Eatery.
Fans excited by the prospect of an upset win started lining up in the student section before 11 a.m.
"Gotta make sure you get front row seats to the Ohio State game," said Zach Hertzberg, a sophomore at the front of the line who arrived to watch ESPN Gameday at 8 in the morning.
"We'll be here 'till 10, when the game ends tonight."