SBD/March 12, 2013/Colleges

BCS Plans To Rebrand With "Simple And Direct" Name As Playoff System Begins In '14

The BCS is looking to “resell, rebrand and rename” itself, according to Dennis Dodd of Premier Sports Management CMO Mike Goff is “the point man on giving the BCS a new coat of paint, a new image, without all the previous baggage.” Goff said the new name, which will begin with the new playoff system in ’14, will be “simple and direct." Goff: "The words 'college football' just go together." Dodd wrote "The National Championship of College Football" would be appropriate, as "there are indications the name is going to be simple, definitely noncontroversial and without initials that can be easily clipped to 'BS.'" The BCS commissioners reportedly were “impressed by a presentation” from Goff and Premier President Gary Heise on Jan. 8 in Key Biscayne, Fla. Sources said that the commissioners “left with a list of possible names." The playoff name is “one of the seminal items left on the commissioners' agenda,” as the structure and money have “been determined.” Goff said, “We've thought of it as this being the second-biggest sports property there is in the U.S.” Dodd noted Goff while working for Sprint “rebranded NASCAR and established significant partnerships with the PGA Tour, NFL and NCAA” (, 3/8).
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