I believe DARPA beat you to it.
http://www.theroboticschallenge.org/
Or RoboCup
http://www.robocup2014.org/
Or Microtransat
http://www.microtransat.org/
Or even good old MATE.
Personally, I think FIRST has been wise to avoid diluting their brand with a college variant.
Consider, for instance... at Championships. Who would have the honour of playing the final match?
Jason