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.