According to AdAge.com, the NCAA is looking to hire a new company to get its message across.
“We’re significantly changing the scope of our required services — shifting from TV-only to seeking a more multiplatform approach,” said an NCAA spokesperson in a statement.
The NCAA signed a 14-year, $10.1 billion deal with CBS/Turner in 2010, which pays out close to $771 million per year.
Reports say that the NCAA is looking to hire a new marketing firm for $1.25 million per year to help reshape the organization’s message, which some believe is too long.
The NCAA has stood by its tagline, “There are more than 400,000 NCAA student-athletes, and most of us will be going pro in something other than sports,” but may be looking to shorten it.
During the NCAA tournament, the organization began using a campaign that worked to “debunk” a perceived myth about college athletes that those who competed were “dumb jocks.”
The campaign received mixed reviews, including some heavy criticism from personalities that included broadcaster Jay Bilas.
Traditionally, NCAA PSAs run on CBS, Turner, and ESPN at no cost to the NCAA.
Media criticism has picked up recently in regards to the NCAAs business model, where players are not paid for their work and are, instead, awarded scholarships as compensation.
The move could, perhaps, be recognition of that growing discussion among fans and commentators.
As AdAge.com reports, “proposals are due in early May and final decisions are expected in late June.”