Iowa Hawkeye fans filled The Fieldhouse in Davenport on Sunday to watch their favorite team take on the Gonzaga Bulldogs.
"It's a whole different level of excitement," said Carri Kraklio, general manager of The Fieldhouse. "People come in [and] have a vested interest because they have their brackets done, but then they also have a vested interest because it's their team."
Kraklio said the March Madness tournament brings in a boost of sales, especially when the Hawkeyes win.
"When the Hawkeyes lose, generally the entire place will clear out, Kraklio said. "When the Hawkeyes win, everyone will stay [and] hang out, they really want that feeling to perpetuate."