Mountain West Conference commissioner Craig Thompson made his case for his playoff plan to other schools, conferences and even government officials, but in the end, his hard efforts weren't enough to sway the powerful presidents in the Bowl Championship Series to change their format.
On Wednesday, the BCS presidents rejected the MWC's proposal for an eight-team playoff plan that would have allowed greater access to the national championship game for teams hailing from the non-BCS conferences.
The presidential oversight committee rejected the concept during a teleconference.
"There was no overall support for the proposal, although some conferences were interested in considering certain elements of it in the future -- particularly those related to revenue, access and governance of the BCS arrangement," said University of Oregon president David Frohnmayer, the outgoing committee chairman.
While the committee had said it would consider parts of the MWC plan, the rejection was almost expected since the BCS and ESPN agreed to a four-year, $500 million deal in November that would keep the present system intact.
The Associated Press contributed to this story.