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In South Carolina, senior pastor Perry Noble said his 14-year-old NewSpring Church will hold its Sunday evening service on Saturday to accommodate the football-watching masses.

An effective missionary will study a culture, find what is important and use it to reach as many people as possible, he said. In the U.S., that includes the Super Bowl.

“I believe by taking our Sunday night service and moving it to Saturday night, we’re being effective missionaries in our culture,” Mr. Noble said. “It allows us to reach as many people as we can with a message. People enjoy it more. They don’t have to choose between church and the Super Bowl. I think it’s a way more effective method of reaching people. We could still do church on Sunday night. We’d prove a point, but wouldn’t make a difference.”

The championship game will be played at MetLife Stadium in East Rutherford, N.J., where few churches say they are making Super Bowl-related plans.

The Rev. Dwight Darnell Gill of New Hope Baptist Church in East Orange, N.J., has a theory for the perceived lack of interest.

“Probably because there’s no East Coast teams in the Super Bowl, you have one of the largest cities on the East Coast not concerned about it,” Mr. Gill said with a laugh. “There’s not a lot of energy toward the Seahawks and the Broncos. But there is a lot of energy in the area about football.”

That energy is what inspired his church to host an “NFL” (for “New Found Life”) service for nearly a decade, in which congregants wear the jerseys of their favorite football teams. It encourages male attendance and removes the pressure of having to dress up for church.