Posted December, 29 2012 --- 6:52

The Rose Bowl may be days away but the hype is already being felt in Madison. This month, The University Book Store sales have gone up for Rose Bowl merchandise. Store managers say, it was the announcement of Barry Alvarez coaching the game that brought the excitement back.

Sconnie Nation, a clothing store downtown Madison has also seen an increase in numbers. It's due to the clever slogans of Barry's name printed on their T-shirts.

The popular Madison hangout, the Nitty Gritty, is also preparing for New Years Day. They're opening their doors exclusively for Tuesday's game.

The Rose Bowl will be played in Pasadena, California. Kick-off is set for 4:10 p.m. you can also watch the Rose Bowl Parade on NBC15 starting at 10:00 a.m. locally.