The coming BCS college football playoff could lure even more advertisers to sponsor college football, becoming a potential product- and ad-launch platform akin to the Super Bowl, say analysts. ImageTrack says the title sponsorship of the championship game could fetch as much as $35 million. "The championship series is incredibly smart to create more places for advertisers to take advantage of the fandom that surrounds football," says Brent Vartan, partner and chief strategy officer at Deutsch New York.

Related Summaries