It is a huge week and not just because of Thanksgiving, but Bedlam football is Saturday. The Sooner and Cowboys are playing for the 116th time.
"I can't ever remember it having the significance that it does this year," said Stan Clark, CEO of Eskimo Joe's.
Like everything else, the game in 2020 felt a little different. Only 25 percent of fans were allowed in the stadium in Norman due to COVID-19 restrictions. However, this year, Boone Pickens Stadium is expecting a full crowd and thousands of people are expecting to make the drive to Stillwater to watch this top 10 showdown.
"It's a major impact to the city to have that number of probably 60 to 70 thousand people here," said Norman McNickle, Stillwater City Manager.
According to Visit Stillwater, each home football game is estimated to generate around $7-million and for many businesses, they say Bedlam is the biggest one.
"We'll see more guests every time Bedlam comes about than we've ever seen prior to that," said Clark. "This year it only seems like it's that much bigger."
That's because earlier this year, OU announced they'd be moving to the Southeastern Conference. That means this could be the last Bedlam game in Stillwater for several years, making the anticipation that much greater.
"Only adds excitement to what's already the biggest bedlam ever in my mind," Clark said.
The game is set to kickoff at 6:30 on Saturday.