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yesterday

American Athletic Conference Rebrands as American Conference and Debuts Mascot Soar

The overhaul drops “Athletic” to sharpen the league’s identity ahead of its Charlotte media days website launch.

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A billboard featuring the rebranded name and logo for The American Conference is shown. (Courtesy of The American Conference)
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Overview

  • The league formally changed its name from American Athletic Conference to American Conference and retired the AAC acronym to distinguish itself from the ACC.
  • It unveiled Soar the Eagle as the first live and animated mascot for a collegiate conference to boost fan engagement and community outreach.
  • The new slogan “Built to Rise” ties into American Rise Ventures, the commercial arm already active in driving sponsorships and innovation.
  • The American Conference comprises 15 institutions, including football-only members Army and Navy and non-football member Wichita State.
  • Commissioner Tim Pernetti spearheaded the year-long, stakeholder-driven rebrand with ANACHEL to unify marketing, digital and commercial strategies.