The American Athletic Conference this week announced at the league’s media days in Charlotte, N.C., that it would be rebranding, ditching the AAC acronym and being known from now on as simply American Conference.
According to ESPN, the official website and brand changes will hit the internet on Thursday. The American Conference will also debut its new mascot, Soar the eagle, on Thursday. Soar will be the first conference-wide mascot, featuring both a cartoon image and a real-life counterpart.
The American Athletic Conference this week announced at the league’s media days in Charlotte, N.C., that it would be rebranding, ditching the AAC acronym and being known from now on as simply American Conference.
According to ESPN, the official website and brand changes will hit the internet on Thursday. The American Conference will also debut its new mascot, Soar the eagle, on Thursday. Soar will be the first conference-wide mascot, featuring both a cartoon image and a real-life counterpart.
The American Conference, which counts 14 member schools including Tulane, East Carolina, Rice, Florida Atlantic and Temple, hopes that the rebrand will “eliminate confusion with other similarly named organizations like the ACC.”
"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,” said American Conference commissioner Tim Pernetti.
The strong identity referenced by Pernetti can be seen in the American Conference’s initiatives as well, from the slogan “Built to Rise,” linking the league’s RISE Ventures commercial and innovation unit to the “Soar to Serve” initiative that ties into the new mascot.
"The American has built a brand that differentiates us in a crowded collegiate landscape by establishing and elevating what makes us distinctive," Pernetti said. "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."
During the 2024 football season, the American Conference sent eight teams to bowl games, and it had three teams finish with impressive 10-win records, a feat also achieved by college sports power conferences including the Big Ten, SEC and Big 12.
