Many play-by-play announcers and color commentators use this phrase incorrectly. There's only one chain, which is stretched between two rods (usually referred to as "sticks"), that is handled by a two-man crew positioned on only one of the two sidelines. Those play-by-play announcers and color commentators, who care more about their broadcasting craft, correctly say "move the sticks".
I don't mean to sound like an ass here, but come on, really? Who cares? There's not much room for "Spock Logic" in college football I think. Anyway, I've never really paid that much attention to what the announcers say, and I don't think I've ever heard anyone get pissed watching a game because people were too loud to hear what the announcers were saying. LOL
C'mon man, with all that is wrong with the world 'THIS' is what you pull out of the bag to bitch about? Really?
