Preheat the oven to 325 degrees F and spray a 12-by-7.75-by-3-inch football-shaped baking pan with nonstick spray.
Cut the cinnamon rolls into quarters and spread the pieces in an even layer across the inside of the prepared pan, overlapping the ends slightly. Reserve one of the icing packets.
Bake, rotating halfway through, until golden brown, crispy and cooked through, about 30 minutes. (If the top browns too quickly, tent with aluminum foil until the cinnamon roll pieces are baked through.) Let cool 30 minutes.
Meanwhile, pour the icing packet into a small mixing bowl. Slowly add the confectioners' sugar, stirring constantly, until the icing is smooth and has the consistency of toothpaste. Place the icing in a piping bag or a resealable plastic bag.
Invert the football onto a serving platter. Snip the tip of the piping bag and use the icing to draw laces on the football. Add a thick horizontal stripe on each end of the football to complete the design.