Calgary businesses are reaping the financial benefits — even though this year’s Grey Cup game is being held in Toronto.

Staff at Jersey City can barely keep up with demand for Stampeders gear.

Salesman, Ryan King says having the local team in the final means business is booming.

“Sales have been through the roof for the last couple weeks leading up to it. Right before the Riders game we sold tons of jerseys. I can't really keep them on the shelves, especially the crested jerseys like John Cornish, Nik Lewis, those two guys have just been flying,” King said.

Randy Williams with Tourism Calgary says food, alcohol and CFL swag sales will be up this weekend, but beyond the benefits for local businesses — having Calgary's ‘brand’ in the eyes and ears of potential visitors is priceless.

“To have a horse running through the hotel in Toronto really is a great awareness builder for us, it creates some hype and some excitement,” Williams said.