Jay Norvell isn't hiding from the stakes.
It isn't just the 93rd installment of the Rocky Mountain Showdown, pitting Norvell's Colorado State Rams against Deion Sanders and the Colorado Buffaloes, quarterback by Coach Prime's son, star signal-caller Shedeur Sanders.
Colorado State is hosting, on its own campus, the big, bad Buffaloes for the first time in almost 30 years. Kick is 7:30 p.m. ET Saturday on CBS.
"This is our first time to host Colorado on-campus since 1996, first time ever in Canvas Stadium, which is our gem of a stadium and which we’re very proud of here," Norvell told reporters Monday. "Playing for the Centennial Cup, and it’s always a special thing to play in a rivalry game.
"Our kids know how important it is to play in a game like this."
Norvell expects the figurative 'smoke' in this game, knowing emotions run high on both sides of this rivalry -- last year's pre-game war of words between Norvell and Deion Sanders not withstanding.
But Norvell also has heard enough stories about past games held down in the home of the NFL's Denver Broncos to know he doesn't want that kind of acrimonious antics.
CBS news reported back in 1999 after the game, in which CSU hammered Colorado, 41-14, that law enforcement officers had to utilize "mace, pepper spray and tear gas grenades" to break up the scene.
"I just hear stories of some the old Rocky Mountain Showdowns in Denver and Mile High and teargas and all that kind of stuff," Norvell said. "We don’t really need that. It’s a college football game. Everybody should have fun. Fans yell at the other team, that’s part of it.
"There’s probably going to be some ill words said, that’s part of it. But, as far as physical harm or violence, you don’t want anybody to get hurt and it’s a football game, all that other stuff is just part of the game. All the words that are said. I’m sure there will be some of that. I’d probably be disappointed if there wasn’t, to be honest with you."
The Rams are 1-1 after opening their season on the road with a 51-0 loss at No. 2 Texas before bouncing back this past weekend at home in an 38-17 win against FCS program Northern Colorado.
On the field, Norvell said the Rams are preparing to try to stop Colorado's aerial attack led by Shedeur Sanders and a trio of play-makers at the wide receiver position.
Travis Hunter, Jimmy Horn Jr. and Lajohntay Wester already have combined for 36 receptions through two games this season.
"It means a lot to our alumni, means a lot to our fan base; it means a lot that it’s here in Fort Collins and Canvas Stadium," Norvell added. "They were supposed to play here a couple years ago (four) and the game was cancelled because of COVID. I just think there’s a lot of anticipation and excitement about playing this game in Canvas. We’ve got a special stadium; that was special Saturday. ...
"I think they might have faster receivers than Texas; those kids can all run. We have to do a good job of playing good, solid pass defense. They haven’t really hurt people much with the running game."