The Bowl Championship Series is bringing in a heavyweight to win the hearts and minds of college football fans.
Fleischer Communications, the firm owned by Ari Fleischer, the former White House Press Secretary for the Bush Administration, has been hired by new BCS executive director Bill Hancock.
Before long, you'll see Jeff Gannon lobbing softball questions at BCS officials.
Predictably, the BCS is getting ripped on social media sites. Check out this this Twitter link.
But the way to get things done in Washington is to hire an insider, and Fleischer is just the guy. He effectively protected the interests of the rich and powerful during his time with the Bushies, so this should be a snap.
Hiring Fleischer's firm is the latest move by the BCS to increase its political clout. Former Oklahoma representative J.C. Watts' lobbying and consulting firm was paid $620,000 by the BCS over the past five years.
Big Ten commissioner Jim Delany took a swipe at Obama in May, saying the president didn't understand the "complexity" of the Bowl Championship Series.
The BCS also started a Twitter feed.