Boise-based PR firm Scott Peyron & Associates was put on a monthly retainer earlier this summer to promote Boise State in its quest for a BCS bowl. Last year, the Broncos were undefeated during the regular season and ranked No. 9, but Utah was ranked higher and earned the guaranteed bowl spot. Facing a similar situation this season, Boise State is currently ranked No. 7, one slot behind TCU. Both teams are unbeaten, but under the current BCS rules only the highest-ranked team is certain of a BCS bowl berth while the other is available for an improbable at-large bid and likely to be shut out altogether. Other schools have tried similar approaches and tireless self-promotion of potential Heisman candidates has been taken to new heights by aggressive SIDs. With all this commercialization in the sport, can team marketing sponsorships, complete with logo uniforms, be far behind? Ladies and gentlemen, welcome to today's game between the McDonald's Mustangs of SMU and the Burger King Beavers of Oregon State...
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