Irving, Texas Dallas Cowboys owner Jerry Jones lives for this stuff.
He has the NFC's only undefeated team, a matchup hyped as a Super Bowl preview, and a star receiver who's finally making headlines for the right reasons.
"This is the big showroom here," Jones said. "It's not the lounge, it's the big showroom."
Hard to argue with that today, as the Cowboys and New England Patriots, both 5-0, face each other in a showdown between two of the NFL's most popular franchises.
It's only the third time in the modern era that undefeated teams have met this deep into the season. Among the 107 media outlets that have applied for credentials are ones from Mexico, Canada, Japan and Thailand.
"It would be a big game if it was just two undefeated teams," former Cowboys lineman Nate Newton said, "but it's even bigger for one reason --and people are going to hate me for saying this - because it's the Dallas Cowboys. We're still America's Team."
For the Cowboys, getting to 6-0 would require knocking off a New England team led by Tom Brady, who has thrown at least three touchdown passes in each of the first five games, the first player to do so since Steve Young in 1998.
Brady has a 128.7 rating through five games, better than every quarterback since 1960 except Kurt Warner, whose five-game rating for St. Louis was 131.4 in 1999.