Bernie Sanders’ campaign has secured advertising airtime in Iowa for Friday’s Rose Bowl in Pasadena, California.

Presidential candidates Hillary Clinton, Marco Rubio and Bernie Sanders have all reserved advertising spots ahead of the Rose Bowl, where the University of Iowa will be making their first appearance in the Rose Bowl in 25 years.

The game is expected to draw a huge viewing audience in Iowa, and Sanders’ campaign will be airing ads on ESPN in Iowa on New Year’s Day for the highly-anticipated showdown, according to Politico.

A media buyer said the going rate for 30-second ad was $4,000 to $5,000.