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The second North Queensland Cowboys home final in as many years has lifted spirits in Townsville and surrounds.
On the eve of the do-or-die match against the Newcastle Knights, students, like Charlie and Gracie Fisher, have permission to ditch school uniforms for jerseys.
It's the kind of community pride that converted their mum, former Broncos tragic, Katie Peacock-Fisher into a Cowboys fan.
"One of the things we love about Townsville is the support for the Cowboys and how it draws in the rural community too," she said.
A home final also means a bonus cash injection for the north.
The Cowboys' home ground has brought major events, including the State of Origin, to Townsville. (Supplied: David Cook)
Having the largest geographical footprint of any team in the NRL leaves the North Queensland Cowboys' economic influence "top of mind" for CEO Jeff Reibel.
"Our home games contribute $5 million to $6 million to the local regional economy each time we play and that's typically 12 to 13 times a year," Mr Reibel said.
Townsville Enterprise (TEL) director of visitor economy, Lisa Woolfe, expects the elimination game will generate more than a regular season match.
"In this instance, it means an $8 million injection, but it also brings confidence to our city," Ms Woolfe said.
"When the Cowboys are doing well, Townsville is doing well."
The Cowboys secured the home final with a win against the Bulldogs on the weekend. (Getty Images: Mark Nolan)
In another win for North Queensland, the NRL scheduled the elimination final for a favourable 7:50pm kick-off.
Timing matters for Cowboys supporters, who are spread across a fanbase catchment bigger than New South Wales.
"30 per cent of our people who come to the game travel the 'country hour' so a 100-kilometre radius, but 10 per cent travel 400 kilometres or more," Jeff Reibel said.
Departing Cowboys winger Valentine Holmes says leaving the team with another premiership would be a career highlight. (ABC News: Chloe Chomicki)
This elimination game will be the second home final that the Cowboys have hosted at their Townsville CBD stadium since the footy ground opened in 2020.
Their return to the finals in 2022 followed four years of rebuilding, made necessary by the departure of premiership-winning captains Jonathan Thurston and Matt Scott.
Next year, Cowboys forward Jason Taumalolo will be the last remaining player from the 2015 premiership-winning team.
2025 will mark 10 years since the Cowboys' maiden premiership. (AAP: Dean Lewins)
After 14 years as a Cowboy, Taumalolo knows better than most of his teammates what a finals run does for the north.
"Townsville and North Queensland is buzzing when we are playing at this time of the year, especially at home," he said.
"There will be a lot of people coming from out of town and hopefully to see a Cowboys win."
But the 31-year-old lock admits finals footy calls for a higher standard of rugby league.
"I've been part of a lot of finals campaigns for the Cowboys during my career," Taumalolo said.
"One thing I know is it's a new competition; anyone can beat anyone.
"Never underestimate Newcastle, they can upset any team."
Cowboys fullback Scott Drinkwater is a chance of winning the prestigious Dally M medal in 2024. (ABC News: Chloe Chomicki)
The Cowboys say they're on 'Kalyn Ponga watch' and hope to limit the 2023 Dally M medallist's time in open space.
The Newcastle Knights will be without star centre Bradmen Best for the do-or-die clash due to a hamstring complaint.
Only the winning team of the Saturday night elimination final can play on in the semi-finals next week.