American Conference Drops 'Athletic,' Adds Mascot Soar

The American Athletic Conference has rebranded itself as the American Conference, dropping "Athletic" from its name to reduce confusion with the Atlantic Coast Conference (ACC) and strengthen its national identity. The league introduced a new slogan, "Built To Rise," and unveiled a mascot named Soar the Eagle, marking the first collegiate conference to have a mascot, which will be featured in various media and events. Commissioner Tim Pernetti emphasized the rebrand as a reflection of the conference's mission-driven institutions and competitive athletics, while also addressing the branding challenge caused by the similar "AAC" and "ACC" acronyms. The American Conference has undergone significant membership changes due to conference realignment, losing teams like Cincinnati, UCF, and SMU, but adding seven new schools, including Army (football only), to maintain a strong presence in the Group of Five. The rebrand also aligns with the league's aggressive approach to name, image, and likeness (NIL) revenue sharing, mandating member schools to contribute a minimum of $10 million over three years. Overall, the American aims to differentiate itself with a fresh identity emphasizing innovation, grit, and service while capitalizing on its recent football successes and community engagement through its new mascot and branding initiatives.