The chicken chain that uses cows as pitchmen is now promoting pigskin.

In celebration of the second annual Chick-fil-A Kickoff football game, Chick-fil-A restaurants nationwide will offer a free Chick-fil-A chicken sandwich to any customer wearing sports-related apparel on Labor Day.

The Chick-fil-A Kickoff Game, pitting the University of Alabama against Virginia Tech, will begin at 8 p.m. Saturday at the Georgia Dome in Atlanta. It will be televised nationally by ABC.

The following Monday, starting at 10:30 a.m., customers are encouraged to visit any participating Chick-fil-A restaurant wearing their favorite sports-related apparel to receive a free sandwich. Appropriate attire includes any article of clothing with a sports team logo, from a Little League uniform to a favorite professional or collegiate jersey, hat, T-shirt, socks or other accessory.

Additionally, the Hamilton Place location will hold a pep rally at the Comcast Community Stage from noon to 5 p.m., with games, giveaways, prize packs and a Chick-fil-A cow in attendance.

"Last year's inaugural Chick-fil-A Kickoff Game was a huge success, and we are thrilled to see the excitement building for this year's event," said Steve Robinson, senior vice president of marketing, in a news release. "This promotion has proved to be a great way to celebrate the beginning of college football season."

ON THE WEB

Want more giveaways? At www.ChickenWave.com, fans can create a virtual version of a stadium fan "wave" for a chance to win prizes. The site incorporates photos of fans' faces and allows users to invite friends to join their "section."

* The first 250,000 people to join the Wave will receive a coupon for a free Chick-fil-A chicken sandwich.

* The next 750,000 fans who join will receive a coupon for a free Coke Zero.

* Through Aug. 31, the chain will conduct a daily drawing among Chicken Wave users for a $50 gift card.

* Chick-fil-A will reward the largest Wave section with a free 2010 Chick-fil-A cow calendar.