BCS exec Hancock hires PR firm

Ari Fleischer Communications, a sports public relations firm headed by the former press secretary for President George W. Bush, has been hired by BCS officials to help remodel the tattered image of college football's postseason system.

BCS executive director Bill Hancock, promoted to the newly recreated position early this week, announced the hiring of Fleischer's company Saturday.

Hancock said in a statement the goal of the hiring was to help highlight the positive aspects of the BCS, which he called the best way to match college football's top two teams, while preserving the bowl system.

Fleischer, whose company also works with NFL teams, Major League Baseball and the USOC, says he is honored to be able to help the BCS.