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The American Conference announces rebrand

The American Athletic Conference will now be known as The American, introducing a new mascot.

July 21, 2025 at 12:59 PM

The American Athletic Conference rebrands as The American and introduces a new mascot.

American Conference rebrands with a new mascot and focus on identity

The American Athletic Conference has officially rebranded itself as The American. Announced on Monday, the change drops the "Athletic" from the name and introduces a bald eagle mascot named Soar. The decision aims to create a more defined brand identity, as former commissioner Mike Aresco expressed concerns about the league's previous acronym, AAC, which led to confusion with the Atlantic Coast Conference. Commissioner Tim Pernetti stated that the new name and mascot symbolize the conference's uniqueness and ambition. Alongside this rebranding, the league is preparing for its 13th season and is focused on maintaining stability while enhancing its appeal with a lucrative TV deal with ESPN that lasts until 2032. The new branding reflects the conference's resilience during times of transition and aims to attract schools wishing to remain part of its growth.

Key Takeaways

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The American Athletic Conference is now known simply as The American.

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A new bald eagle mascot named Soar has been introduced as part of the rebrand.

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The rebrand aims to clarify the conference's identity and avoid confusion with the ACC.

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The league's lucrative TV deal with ESPN is seen as a key strength into 2032.

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Commissioner Pernetti emphasizes the importance of brand growth and stability.

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The conference seeks to keep schools aligned amid competition for membership.

"Where we had a challenge was that nobody could really define what the brand stood for."

Commissioner Tim Pernetti reflects on the need for a clearer brand identity.

"It’s encouraging that we keep moving the chains down the field."

Pernetti highlights progress and growth for the conference.

"The resilience of this league makes us hugely popular with a low-ego approach."

Pernetti discusses the characteristics that define The American's success.

"Let’s not get into the acronym business."

Pernetti jokingly addresses the confusion with the previous name and acronym.

This rebranding marks a significant moment for The American, highlighting a shift in how collegiate conferences navigate identity in a crowded sports landscape. By distancing itself from previous naming conventions, the league signals a commitment to a unique identity that stands apart from its competitors. The introduction of Soar the bald eagle as a mascot not only adds a visual element but also embodies the conference's mission to elevate its presence in college sports. Moving into a new era while maintaining a strong TV deal shows an awareness of the financial landscape, allowing schools to envision their futures within the conference. This approach could attract more stability and growth for the member schools, countering external pressures faced within the shifting dynamics of college athletics.

Highlights

A new name and a bold mascot outline the American's fresh identity.
Soar the bald eagle symbolizes growth for The American Conference.
We're not just another league; we're The American.
Stability and growth define our goals moving forward.

Branding and identity concerns for The American Conference

The rebrand raises questions about the stability and recognition of the conference in a competitive landscape. How it adapts could impact public reaction and financial viability.

The rebranding sets the stage for The American's evolution in collegiate sports.

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