The 49-year-old served in the Bush administration from 2001-2003.
The move comes in part as a reaction to an anti-BCS group called Playoff PAC, which was founded by six politically-savvy college football fans and represents many pining for a playoff.
Fleischer's firm specializes in instructing organizations and athletes on how to deal with the media -- expertise that he'll have to draw on heavily when selling the wildly unpopular BCS. Of course, after serving as W's PR guy, it might not be the hardest job Fleischer has ever had."Playoff advocates have had an easy ride where they have never been called on to explain exactly how they would create an alternative. There is tremendous division among playoff advocates," said Fleischer. "While the BCS has its share of critics, once people see both sides of the issue, they will see why the system has its great support."