The Big Football Game is only a few days away, and as in years past, the cost for a single 30-second spot during the game is astronomical. This year, spots range from $5 million to $5.2 million, before production costs and agency fees. In addition to covering that hefty fee, companies that choose to advertise during one of the most coveted events of the year will also have to pay to write and produce their commercials. It’s safe to say your small business won’t be able to stomach those kind of costs. But, that doesn’t mean you’re unable to capitalize on the football weekend altogether.

Here are 5 ways your small business can leverage the big game for your marketing efforts:

1. Offer Football Related Promotions
Since people are paying attention to all things football, your business can take advantage of this time by offering related promotions. Whether it’s 20% off an Uber ride to your restaurant or 15% off shipping on game day, promotions can generate a lot of positive buzz for your business.

2. Game Day Giveaways
Engage football fans by offering a giveaway tied to the game. For example, a restaurant can offer a free appetizer to game-day diners if the winning team scores more than 35 points. Or, a retail shop can promise a future discount on a particular product if a certain player scores a touch down.

3. Use Social Media to Engage Fans
Social media, from Facebook to Twitter to Instagram, offers limitless ways for companies to gain exposure. Many football fans will be talking about the game online and using popular hashtags. Why not be part of that conversation? Companies can also promote football-themed products, deals or giveaways on Facebook or other social media channels to generate more traffic in the days leading up to the game.

4. Host a Contest Online or In-Person
Plan some sort of contest around the Big Game. For example, ask your customers or clients to guess the final score. Whoever comes closest gets some sort of prize. You can also encourage football fans to come through your doors by hosting an in-person contest like having a prize for the best “super-fan” outfit.

5. Pick a Side
Humanize your brand by showing support for one of the teams. This works particularly well if your business is located in an area with a strong fan base for one of the teams. Decorate your business in the team’s colors, and use social media to broadcast who your business is rooting for.

This big football weekend is one of the most anticipated times of the year for marketers in all industries. Don’t let the opportunity pass your small business by just because you don’t have the money to spend on a primetime commercial. By planning ahead and getting a little creative, you’re business can benefit from participating in this big event.

TIP: Before you start marketing for the Big Game, be careful with the phrase “Super Bowl”. The NFL trademarked the phrase “Super Bowl” in 1969 and unless you’re an official sponsor, advertisers cannot use this phrase. Some alternative names you can use are “Big Game,” “Super Sunday” “AFC-NFC Championship Game,” “The Biggest Event in Football,” etc.

Good luck and enjoy the game!