It does - doesn't it?
I'll admit to being slightly envious of what they've got going on there, and I never thought I'd say that about football in the States.
This is well worth a watch for some more background if you have a spare 16 mins...
https://www.youtube.com/watch?v=SFBUNbJLHro
As an aside there is a little clip of Voodoo Donuts in the video. I can highly recommend their Voodoo Donut Pretzel, Raspberry and Chocolate Brown Ale collaboration with Rogue Brewery.