If you are in the same boat with a huge percentage of American sport fans, you are already well aware that the college football season officially kicks off on September 3. As the sports media shifts its focus away from baseball and toward the gridiron, it’s not too late to get off of the sidelines and into the game.

I know what you brand marketers are thinking, “Can I really afford to be in football?” The better question might be, “Can I afford not to be?”

According to recent fan interest studies, college football is now the number two sport (only behind the NFL) in terms of fan interest in the United States. And while the NFL may be the most popular, it is also the most expensive.

Here’s the silver lining – due to economic conditions, there are plenty of deals to be had i...