In an exciting shift for collegiate athletics, the American Athletic Conference has officially rebranded itself as the “American Conference.” This move, announced on Monday, includes not only a streamlined name but also the introduction of the conference’s first-ever mascot: “Soar,” an eagle designed to embody the spirit of the league.
From now on, the American Conference will be referenced in full for the initial mention, with “American” used for subsequent references. Fans will see a fresh, modernized website launching on Thursday during the league’s media days in Charlotte, North Carolina, marking a new chapter for this evolving organization.
Commissioner Tim Pernetti captured the essence of this change when he stated, “A brand is more than a name.” Reflecting on the past year, he noted that the rebranding process involved listening to the community and engaging with stakeholders. “We’re not slick; we’re strong,” he continued. This sentiment underscores a commitment to maintaining a deep connection with member institutions, characterized by their focus on service, mission, and the balance of high-quality education with competitive athletics.
The updated name aims to eliminate any confusion with similarly-named conferences like the ACC, ensuring clearer recognition among fans and media alike. According to insights from the marketing and communications firm ANACHEL, this change also aims to convey a sharper, more modern identity that reflects the conference’s ambitions and strengths.
Complementing the rebrand is the slogan “Built to Rise,” which ties into the league’s RISE (Revenue, Innovation, Sports, and Entertainment) Ventures—an initiative focused on commercial growth and innovative partnerships.
Soar isn’t just a pretty face; this muscular eagle will play a vital role as a community ambassador, spearheading initiatives like reading programs for children, volunteering at league campuses, and participating in charity events through the “Soar to Serve” initiative. The mascot’s digital presence may extend to video games, merchandise, and promotional campaigns, creating a new avenue for fan engagement and marketing opportunities.
Performance-wise, the American Conference has positioned itself prominently within the realm of collegiate football, sending eight teams to bowl games last season and securing the Bowl Challenge Cup with a commendable 6-2 postseason record. Notably, the American was among only five conferences—alongside the ACC, Big Ten, Big 12, and SEC—to have three teams finish with ten or more wins last season.
As Pernetti remarked, “The American has built a brand that differentiates us in a crowded collegiate landscape.” The modernization process reflects both the conference’s identity and its aspirations for the future, emphasizing clarity and competitive momentum in every facet of its operations. This rebranding is more than just a change in name; it’s a testament to a conference poised for growth and excellence on all fronts.
