Why One College Sports Conference Had to Build a Brand From Scratch
Posted in: UncategorizedWhat’s in a name? Plenty when the future of a beleaguered college sports conference depends on creating a new brand and logo from scratch, said Mike Aresco, commissioner of the new American Athletic Conference.
The new AAC — or “The American” as it prefers to be called to avoid confusion with the Atlantic Coast Conference — was born earlier this year as the legal successor to the old Big East Conference. During the realignment craze that reshaped college sports from 2010-2013, the Big East was torn apart as schools seeking more TV money jumped to other conferences. In the final blow, seven basketball-centric schools voted to break away last year and form their own “new” Big East conference.
Under the deal finalized this year, the so-called Catholic Seven got to keep the 34-year-old Big East brand name.
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