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Pepsi takes its turn at the Wisconsin Badgers' concession stands

As the University of Wisconsin football season opener goes into late night on Friday, Lydia Garlie predicts that she'll be in need of a boost.

"With the game starting at 8," said Garlie, a UW alumna living in Madison, "Mountain Dew will be critical."

On cue, enter the citrus-flavored soft drink with its 54 milligrams of caffeine per 12-ounce serving to Camp Randall Stadium and the rest of UW's athletic properties.

Friday night's game will be the first major event of the Badgers athletic department's five-year deal with Pepsi-Cola of Madison that went into effect in July.