I dealt with this issue last year, and will be this year also. It helps me to, first, control the environment. If I don't buy it, I don't eat it. And I find snacking on fruits and vegetables to be just fine...at least good enough to knock the cravings down. It's even more difficult if I go watch the game at a sports bar...with everyone drinking and eating junk...but eating a salad and drinking iced tea (or light beer) isn't bad at all.
What's interesting is I get season tickets every year, and when I attend live games I don't eat anything. I don't crave anything. I typically just drink lots of water, and have a fabulous time. Football season is just as enjoyable without all the junk-food, it just takes more effort. Once in a while, I give in and just have what I want. But I don't get too down about that...just move on.