If college presidents are uncomfortable with a corporate logo tagging along on the NCAA mission, they're not saying.

They had a chance to speak up in January when presidents on the NCAA Executive Committee were shown a public service announcement concept in which a corporate partner essentially "sponsored" the NCAA's educational mission.

The messages convey such values as excellence, hard work, diversity and commitment to education. The PSA closes with the NCAA mission on screen along with a corporate partner logo.

The spots represent the kind of television platform that NCAA corporate partners haven't had before and the kind of mission promotion the NCAA wants. And though the PSAs aren't finalized, Executive Committee Chair Bob Lawless, president at the University of Tulsa, said his peers were comfortable about the juxtaposition of the NCAA mission with a commercial entity.

"The way the particular logo appears in the context of the message was not something that made people uncomfortable," Lawless said. "It was done well and tastefully. There's a realization that when you receive a certain amount of revenue from a network that they're going to generate revenue in order to meet the agreement of the contract."

NCAA President Cedric W. Dempsey asked the group three separate times if the last five seconds of the PSA were too commercial, or whether there was a mixed message, but there was no response.

"The corporate tag is not a concept that's foreign to presidents," Dempsey said. "As long as it's in good taste and the message is right, it actually de-commercializes. It's not unlike PBS, and in fact it's an acceptable approach in higher education."