The landscape of college sports has been in a state of constant evolution over the past 15 years, with conference realignments driving significant changes. The College Football Playoff has broadened the gap between wealthier programs and their less affluent counterparts while new revenue-sharing models have introduced complexities regarding budgets and athlete compensation. In this shifting terrain, the American Athletic Conference has taken a proactive step to reinvent itself.
Starting Monday, the American Athletic Conference, more commonly known as the AAC, will officially adopt the name American Conference, accompanied by the new tagline “Built to Rise.” This rebranding initiative aims to clarify the conference’s identity, addressing previous confusion with the Atlantic Coast Conference (ACC) and streamlining its public presence. Commissioner Tim Pernetti shared that the decision stemmed from personal experiences during his job search, where online searches for “AAC” often defaulted to “ACC.” By choosing a more straightforward name, Pernetti believes it will enhance visibility and differentiate the conference.
This transition also carries significant implications for the American Conference in light of recent challenges faced by the league. Previous commissioner Mike Aresco had heavily advocated for the AAC to be seen as part of a “Power 6,” despite such a designation not being recognized in college sports structures. The league has previously excelled, producing the top Group of Five football teams and securing a strong foothold in broadcasting deals. However, the recent departures of prominent programs like UCF, Houston, and Cincinnati for the Big 12 basin have forced the AAC to adapt continually.
Pernetti, who took the helm in 2024, has strategically staved off further attrition while identifying ways to bolster revenue channels. Initiatives include tapping into private equity, innovative sponsorship opportunities, and bringing marketing efforts in-house. A notable project is “Soar the Eagle,” a live mascot aimed at enhancing audience engagement and creating new sponsorship possibilities.
The American Conference is focusing on embodying quintessential American values and imagery rather than measuring itself against others in the college sports hierarchy. With its membership extending from Texas down to South Florida and covering the East Coast, the conference’s rebranding emphasizes unity and a shared identity.
The rebrand is seen as a crucial step toward asserting control over its narrative in an environment where many conferences have been subjects of extensive changes. Pernetti remarked on the resilience of the conference throughout its tumultuous history, emphasizing that grit and competitive spirit are fundamental to its identity. He is confident that this new brand alignment will resonate throughout the conference as they endeavor to reach new heights despite the challenges of the collegiate sports landscape.
The positive spin for the American Conference is that this rebranding represents a determined move toward self-definition and resiliency in a competitive sports environment. Rather than being victims of circumstances, they are shaping their destiny and emphasizing their strengths, fostering hope for a promising future.