(10/15/12) - It's the week that divides the state - but fills the cash register at the Great Divide in Flint Township.
We're talking about Michigan-Michigan State week.
"It's fantastic, it's unbelievable, the spike in sales," said Dave Broadworth, The Great Divide co-owner.
New rivalry merchandise just arrived, and this year's selection features several quirky items, including sock monkeys.
"We've even got band aides in case it gets too brutal, for your tears and injuries," Broadworth said.
As for fashion, there's something new as well.
"It's the 'Beat State' shirt by Addidas. It's beautiful," Broadworth said. "Then we have a Smack Apparel shirt for Michigan State that pretty much says 'I hate Michigan.'"
Adding to that financial windfall, is the fact that the game kicks off at 3:30 Saturday. A late kickoff means a ton of bonus, day of game dollars.
"It's into the thousands, the increase, when it is a 3:30 game, because we have people coming from the Lapeer area, Saginaw down I-75 on their way to Ann Arbor," Broadworth said.
The biggest seller over the last couple of years has been a for those that want to remain neutral - or feel like Switzerland. The Great Divide is having a hard time keeping them on the shelves.
"We've got close to 300 coming in. They're being shipped today," Broadworth said.
The week isn't just about profit. Friday, at the Jewel of the Grand Blanc, it's the first ever Great Divide charity golf scramble between Michigan and Michigan State fans.
"There's a very cool trophy at the end that will be passed back and forth between the winners, and all the proceeds go the Army National Guard," said Brian Crawford, The Great Divide manager.
And even though Michigan and Michigan State each have less than fantastic records, Broadworth believes fan and customer enthusiasm hasn't disappeared.
"Absolutely not. It comes down to bragging rights and the rivalry grows bigger and better every year," he said.
For more on Friday's Great Divide Charity Golf Classic, or to get your hands on some must-have Sparty-Wolverine merchandise, click HERE.
Saturday it's the "Backyard Brawl," our live pre-game special from the Big House in Ann Arbor, beginning at 11 a.m.
ABC12 Main Station