Well at least for the Big Country during the First Annual Bounty Bowl and fans were there cheer on Abilenes' own Ruff Riders to do one thing.
"To win, that's the only way to do it," said Abilene resident Ken England.
The lone star football league is a first for the area- incorporating teams from West Texas to compete in indoor football.
And it's generating a large fan base and a large sum of money for the host city.
"We have hotels booked around town, the restaurants are all booked and just hundreds of visitors to our community," said Melissa Elam, executive director of the Snyder Chamber of Commerce.
The Ruff Riders just joined the league and fans like Scott Alvs want to make sure they're in it for the long haul.
"We came out here to support the ruff riders. They need the support of the city of abilene to stay in Abilene," said Alvs.
Even the Ruff Riders dancers have big hopes for the future of the league.
"I think we expect a great season, a great turnout of fans this year and a lot of energy," said Delilah Fritz.
The Ruff Riders will go on to compete against six teams from around west Texas- but tonight's game wasn't just for bragging rights.
Both teams were paying to support a local charity.
But of course, there's still the pride of being champs and big country fans have big expectations for the Key City.
"I think they'll do real good this year, they've got a good coach and a lot of great players," said England.