On the surface, something seems precarious about Boise State University hiring public relations firm Scott Peyron & Associates to help increase their chances at a BCS bid. Alumni, students and parents would be expected to react with something like: “They’re using our tuition and tax money for WHAT!!?!?!”

Though that type of reaction is understandable, Boise State’s decision to hire a PR firm is long-term sensible. Put it this way: the winner of the 2008 BCS Championship earned $17 million. Boise State won’t make that much, but they are in need of BCS money. The athletic department projected almost $30 million profit in the college’s budget plan. A great deal of pressure is put on their most nationally known program, football, to be a breadwinner. And, while the college earns over $11 million gross profit for its home games, it also must cover transportation, meals, lodging and salary costs of the program.

Those costs include coach Chris Peterson’s five-year, $4.25 million contract signed before the 2008 season. Coach Peterson could earn an additional $100,000 if the team reaches a BCS Bowl. Paying out for Peterson is similar to paying out for the PR firm: the college spends more to receive higher returns. Paying out to increase exposure, the Broncos hope, will do more than just earn the college a BCS bid, it will also boost merchandise sales.

Look at Florida’s program as an example: Florida budgets to make over $4 million in merchandise sales. They earned near $6 million in royalties in 2006-07. The school also took in 12 percent of national championship merchandise dollars. Boise State won’t match the merchandise sales of Florida, but a BCS bowl bid would likely bring in far more in sales than budget expectations.

Most importantly, Boise State wants to avoid being left in the dust as they were in 2008. The Broncos were passed over by BCS despite going undefeated and ranking ninth in BCS standings.

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Matthew Coller is a staff member of the Business of Sports Network, and is a freelance writer. He can be followed on Twitter

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