American Conference Unveils 'Soar the Eagle' Mascot, Logo, Video in Rebrand from AAC

The American Athletic Conference announced a rebrand Monday that sees the conference drop "Athletic" from its official name.

"This streamlined name, already used colloquially by our fans and the media, reinforces a sharper, more modern identity," the American Conference said. "It eliminates confusion with other similarly named organizations and ensures consistent recognition among partners and the public."

The conference also rolled out its official mascot, "Soar The Eagle":

The American noted Soar is the first official mascot for a conference.

"Soar's very identity reflects our DNA of innovation, grit and service," it said. "His name, 'Soar,' evokes upward flight and aspiration, aligning perfectly with the rally call, 'Built to Rise.' From Day 1, he's been engineered to engage a wide range of audiences and to bridge the gap between the physical and digital realms of fandom."

Starting in 2013, the American Conference rose from the ashes of the old Big East, which experienced a number of defections through multiple waves of realignment. Subsequent rounds have reshaped the American further, and it will open the 2025 football season with 14 members.

Brand identity has been an issue for the American Conference, which was unofficially called the AAC under its previous guise.

Conference commissioner Tim Pernetti told The Athletic's Chris Vannini the acronym was so close to that of the Atlantic Coast Conference (ACC) he typed "AAC" into an online search and got results for the ACC.

"Where we had a challenge was that nobody could really define what the brand stood for," he said. "Where we landed was, we have a great word, so let’s build around that word."

With power in college sports getting increasingly concentrated between the Big Ten and SEC, it has never been more important for smaller conferences to think a little outside the box to remain relevant.

Going by the American Conference and adopting a mascot aren't transformational changes. They might help the American differentiate itself, though, and carve out a bigger niche outside of the "Power Four."