You paid good money for that?

The BCS hired Premier Sports Management to rebrand the BCS and help come up with a new name.  The result?

“College Football Playoff.”

Guys, whatever you shelled out for that, I’d have undercut PSM by half.

It could have been worse, admittedly.

“I’ll be happy with whatever,” Big Ten Commissioner Jim Delany told reporters at the BCS meetings today, according to CBSSports.com’s Bruce Feldman’s Twitter feed. “Obviously I’m not great with names.”

And there’s your understatement of the day.

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UPDATE:  LMAO.

OU AD Joe Castiglione on hearing the name "College Football Playoff": "Is that really the name or just a space-filler?"

— Bruce Feldman (@BruceFeldmanCFB) April 23, 2013

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UPDATE #2:  ROTFLMAO.

While they're at it, should also rename the SEC Championship Game the "National Championship Game."

— Paul Myerberg (@PaulMyerberg) April 23, 2013