No longer AAC, American Conference has new name; launches "brand identity"

Goodbye, American Athletic Conference. Hello, American Conference.

The “American Conference” officially is the league’s new name as part of a “modernization of its brand identity.” While the American dropped “Athletic” from its name, it added the American’s first-ever conference ambassador, “Soar the Eagle.”

The American is the first collegiate conference to unveil both a live and animated character to represent its brand. The league indicated Soar’s “very identity reflects our DNA of innovation, grit and service. His name, ‘Soar,’ evokes upward flight and aspiration, aligning perfectly with the rally call, ‘Built to Rise.’ ”

The American has been the most successful non-power conference in the College Football Playoff’s 11-year history, earning seven New Year’s 6 bowl or CFP berths. The other Group of 5 conferences have combined for only four with no other non-power league having more than two New Year’s 6 bowl appearances.

“Our name now unequivocally matches our bold ambition and distinct presence,” the league said in a press release. “The result is a unified, confident brand built to fuel growth, increase national presence and elevate our conference’s competitive positioning on the collegiate stage.”

Commissioner Tim Pernetti said the American “has built a brand that differentiates us in a crowded collegiate landscape by establishing and elevating what makes us distinctive. This modernization is rooted in who we are and where we’re headed. It prioritizes clarity, momentum and the competitive advantage driving every part of our conference forward.

“A brand is more than a name,” Pernetti added. “Over the past year, we stepped back, listened and involved our community. That’s how real, lasting identity is built. We’re not slick, we’re strong. This brand defines who we are, service and mission-driven institutions of higher learning with highly competitive athletics and deeply committed leaders. The student-athletes and their experience will always be our north star.”

The American was formed in 2013 when basketball and football schools split from the Big East. The seven Catholic non-football schools left for the Big East. Also, Pitt and Syracuse went to the ACC along with Notre Dame’s non-football sports.

The remaining Big East schools – Cincinnati, UConn, Houston, Louisville, Memphis, Rutgers, USF and Temple – made up the American Athletic Conference.

Twelve years later, only Memphis, USF and Temple remain in the American.

Initially, former commissioner Mike Aresco favored “America 12 Conference” as the league’s new name. But the university presidents rejected it because they didn’t want a number included.

In 2013 the league had 10 members. The American currently has 14 FBS members – Charlotte, East Carolina, FAU, Memphis, North Texas, Rice, Temple, Tulane, Tulsa, UAB, USF and UTSA along with football-only members Army and Navy. Wichita State is a non-football member.

In past years, Aresco also pushed for having the conference promoted as a “P6” league, claiming it was a “Power 6” league. Aresco and the league dropped the P6 branding in 2023.

No more AAC or P6 anymore. It’s just the American.

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