The mobile phone will definitely qualify as a 12th man during this year’s Super Bowl, but don’t think it’s going to get any playing time on the field. Fans will be able to use their phones to interact with advertisers, enter contests and even get news and information on their phone—and perhaps in larger amounts than ever before—but they will not be able to watch mobile video of the game. Mike Wehrs, president and CEO of the Mobile Marketing Association, was quick to put out a press release this week, emphasizing the synergies between mobile and live events: “The popularity of combining TV programming with a mobile element, such as Deal or No Deal have shown that today’s consumer is utilizing multiple forms of digital entertainment simultaneously and the Super Bowl has become a sweet spot for brands looking to capitalize on consumer engagement.”

So, as you get the chips and dip ready for Sunday’s face-off between the Cardinals and Steelers, here’s a sneak peak of just some of the mobile content vs. mobile advertising options available during the game:

—Mobile advertising: There’s a number of promotions that will be run by advertisers. For example, Johnsonville Sausage is running a text-to-win mobile marketing campaign; Cadillac, the MVP sponsor, will allow fans who visit NFL.com to vote for the Super Bowl XLIII MVP. WirelessWeek also reported that Burger King, Emerald Nuts, Anheuser-Busch InBev, Degree and Sprint will all be running mobile advertising campaigns in conjunction with their TV spots. Since 30-seconds costs $2.5 million during the Super Bowl, you can see why brands might want to try to extend their brand to the mobile phone.

—Mobile content: Through Sprint’s partnership with the NFL, it will be offering a centralized Super Bowl XLIII web page, formatted especially for wireless handsets. To download the app for site access, Sprint (NYSE: S) customers can text “TAMPA” to 7777 using Sprint or Nextel service. On Jan. 22, Sprint said it had already reached 1 million downloads, which is faster than any other application in Sprint’s history. The application’s features include things like rosters, stats, polls, and videos of past Super Bowls, but no mention of any live content (despite “Live” being in the name). The NFL is also hosting an official Twitter site here, where behind the scenes people share things like, “Snoop Dogg in the house. Now it’s an official Super Bowl Week.”