history of complaining about firesides. I've actually attended them. They could be a good thing. Just not necessarily 12 hours before kickoff. Lavell did firesides. Not every Friday night. In fact, if I remember right, never on Friday night. They were during the off season a lot of times.
Pep rallies would get the team/church more exposure than a fireside that is most certainly attended by individuals who are already LDS and already BYU football fans.