Domino's is using hall of fame quarterback Jim Kelly to promote the brand's gift car promotionSuper Bowl Sunday will be the most competitive day of the year not only for the Seattle Seahawks and Denver Broncos, but also for Pizza Hut, Domino’s Pizza and Papa John’s, all of which launched major promotions this week.

Louisville, Ky.-based Papa John’s, the official sponsor of the National Football League and Super Bowl XLVIII, is the only chain allowed to use the trademarks for Sunday’s championship game in its promotions and advertising, though Pizza Hut and Domino’s still are running campaigns centered on “the big game.”

The Super Bowl is arguably the largest marketing event every year in the United States on television and social media. According to Nielsen, last year’s Super Bowl drew more than 108 million viewers in more than 53 million households.

A separate report from SocialGuide found that 5.3 million people sent out more than 26 million tweets during last year’s broadcast.

Nielsen also noted in a separate report that consumers who responded to the firm’s survey indicated a greater preference for pizza and Buffalo wings at their Super Bowl parties this year, knocking veggie trays and cheese-and-cracker trays out of the top five choices.

Looking to capitalize on the millions of potential media impressions and pizza sales, the three largest pizza brands have fielded the following campaigns.