Jock versus Rock. That’s how the folks at Arena Football have dubbed Sunday’s nationally televised matchup between Colorado and Philadelphia.

The Crush is run by John Elway, Denver’s greatest sports hero and a Pro Football Hall of Famer. One of the Soul’s owners is Jon Bon Jovi, a rock ’n roll icon in Philadelphia — and just about everywhere else.

The pair even shot a clever commercial for the indoor league, the most successful of the non-mainstream U.S. sports. In the TV spot, both teams meet in an impromptu action-packed game — in Bon Jovi’s house. At the end, Elway suits up and scores a touchdown.

Sunday’s game will be in Bon Jovi’s other house, Philadelphia’s Wachovia Center. Elway won’t be putting on the pads, either.

Still, there is more buzz associated with this game than perhaps any other in the league’s 18-year history. Credit the drawing power of Elway and Bon Jovi.

“No question a rivalry is being created, with me from the football background and Jon from the musical background, and now we’re involved in the same thing and playing each other,” Elway said. “The names involved helps create it, and that little minideal we did, the commercial, is the biggest thing.

“That was fun. I’d never spent time around Jon and it was fun meeting him and doing that. It created excitement about Arena Football.”

Bon Jovi is only now witnessing that excitement firsthand. The Soul are 3-3, a nice showing for an expansion team — the Crush are 4-2 — and Philly fans have flocked to the games. A sellout is not unlikely for Sunday.

Of course, Bon Jovi recognizes that not all of those fans are indoor football followers. He’s hoping the people who made him a megastar in the music industry will catch Arenaball fever.

“We’re definitely getting them all,” he said. “I can tell from the merchandising. People who come to see the band in concert are showing up (for the Soul).

“But it takes a lot more than celebrity ownership to make a franchise work. It’s not us saying, ‘Oh, let’s buy a football team.’ And until you are involved, you don’t realize how much it takes.”

It took years to get a franchise into Philadelphia, even though it’s one of the country’s biggest media markets. Bon Jovi’s strong relationship with arena management — “I’ve played there for 20 years” — certainly helped.

But Bon Jovi isn’t merely lending his name to the Soul. He’s putting his heart and soul into his first sporting venture.

Elway, Bon Jovi’s new rival but also an adviser to him about getting into the AFL, said that is what it takes for success — whether it’s quarterbacking a team or signing the paychecks.

“My whole background is in competitive sports,” said Elway, who will be inducted into the Hall of Fame in August. “I’m used to playing a game a week. This is a test.

“But though I’m not active on the field, I still get the adrenaline rush, knowing my involvement with it. Jon has told me it’s the same (for him).”

Sure is.

“I was aware of the game, but I had never seen it,” Bon Jovi said. “I’m a football purist and I will sort of go into mourning post-Super Bowl. But I was intrigued enough to look into it, saw the affordability and the accessibility for the fans, and I love the purity of why these guys play the game. This league is not for the multigazillion dollar players. They’re playing for the right reasons; they just love the game.”

With the AFL’s ratings on NBC improving this season, Sunday’s Jock versus Rock meeting could provide a true indication of indoor football’s popularity. The telecast is up against the second round of the NCAA tournament.