"The enthusiasm ratchets up:" Badgers in the Final Four means big business as fans flock for gear

BROOKFIELD/MILWAUKEE (WITI) -- For the first time in school history, the University of Wisconsin Badgers have made it to the Final Four! The Badgers play on Saturday evening, April 4th in a semifinal rematch -- facing the Kentucky Wildcats, the team they lost to in last year's semifinal by one point. There is a lot of excitement over the Badgers and the Final Four, and businesses are racing to get merchandise on the shelves.

13-year-old Sam Rehl realizes that it's not every year that your favorite team makes the Final Four!

"It's pretty huge at school. We talk about it a lot," Rehl said.

Rehl was one of the first to browse new merchandise unpacked Monday, March 30th at Name of the Game inside Brookfield Square Mall in Brookfield.

And the customers will likely keep coming as we head towards Saturday evening's game.

At the Green and Gold Zone on S. 108th Street in Milwaukee, owner Gary Anders says he wants the Badgers to win for both personal and professional reasons.

"The enthusiasm ratchets up. As long as the team is in it, the business keeps rolling on," Anders said.

Already in demand are the "cut the net" shirts worn by the players.

"Those will be in here (Tuesday)," Anders said.

Jean Maurer visited a couple stores before finding the shirt her husband will wear to Saturday's game.

"My husband's wardrobe is Packers, Badgers, Brewers," Maurer said.

Tip-off is set for 7:49 p.m. Saturday, April 4th as the Badgers take on the Kentucky Wildcats. A send-off celebration is set for Wednesday, April 1st at the Kohl Center in Madison. Gates will open at 5 p.m. The rally itself kicks off at 5:30 p.m. and will feature head coach Bo Ryan and the team.