Each winter, the best collegiate football programs compete in the Bowl Championship Series. in addition to showcasing their prowess of the field, each school is afforded opportunities to highlight other aspects of their institution in the form of advertising spots. The current study analyzed each of these spots for the 43 university participants using orienting concepts of critical race theory and iconography. The messages and symbolism within each advertisement reveal a great deal about each institution, both through what is included, and what and who are excluded. Through this paper, the authors provide an analysis of how the dominance of whiteness is communicated, as well as how the token multiculturalism that is shown sends a message about each institution.