As part of a radical brand change, Monday's American Athletic Conference formally changed its name to “American Conference”, AAC AAC acronimated and added its first pet, “Soar”, The Eagle.
The League will use the American Conference on the first reference and “American” in subsequent references. The modernized website will become live on Thursday in the media days of the League in Charlotte, North Carolina.
“A brand is more than a name,” said American commissioner Tim Pernetti in a statement.
“During the last year, we retreated, listen and involve our community. Thus a real and lasting identity is built. We are not slippery, we are strong. This brand defines who we are, the service and the mission, the institutions of higher education with highly competitive athletics and deeply committed leaders.”
The simplified name, which is often already used by fans and the media, was modified to eliminate confusion with other organizations with a similar name such as ACC. It was also changed to guarantee a “consistent recognition” and reinforce a “more clear and modern identity”, according to a brand package provided by Anachel, a marketing firm and communications.
Its slogan, “built to rise”, is related to the RISE (innovation, sports and entertainment) companies of the League, a new commercial unit and innovation.
According to the American, Soar is the first live and lively pet for a university conference. The muscule Bird will be used as a community ambassador and will direct reading programs for children, volunteer days at the League campuses and charity fund collectors as part of the “Soar to serve” initiative. The pet could be included in video games, jersey patches, merchandise and sponsor campaigns with pet themes.
The American 15 members sent eight teams to the bowls last season and captured the Bowl Challenge Cup with a 6-2 postseason record. The American was one of the five leagues, joining ACC, Big Ten, Big 12 and SEC, so that three teams end at least 10 wins last season.
“The American has built a brand that differentiates us in a university landscape full of people by establishing and raising what makes us badly,” Pernetti said. “This modernization is based on who we are and where we are going. Prioritize the clarity, impulse and competitive advantage that promotes each part of our conference forward.”
