Aug 30, 2013, 9:36 AM EDT
In Mike Aresco’s tenure as a conference commissioner, turmoil has been the norm.
The former CBS executive vice president took over as commissioner of the Big East last August, just in time to deal with the fallout of Syracuse and Pitt leaving for the ACC, Notre Dame’s decision to follow them south, Rutgers and Louisville beating UConn and Cincinnati out the door, and the Catholic 7 splitting from the conference the form their own brand-new, basketball-centric league.
Which, of course, they wanted to call the Big East.
So in the midst of watching teams sprint from the conference like freshmen from a house party when the cops show up, Aresco not only had to work out a television rights deal while figuring out how to keep the league from being a season-long punchline, he literally had to go back to square one: he needed a name.
He had been a conference commissioner for less than eight months at that point. Talk about being thrown into the fire.
“We didn’t want to be called the No Name Conference. We didn’t want to be called The Conference To Be Named Later,” Aresco told NBCSports.com. “We knew that to remain viable, we needed the name fairly soon.”
Once the name — American Athletic Conference — was officially decided upon, the next step was developing a logo, a trademarked patch that would start to build the brand of a league that completely redefining itself; the new Big East may have taken the name and Madison Square Garden, but the AAC is actually the old Big East.
That process was a success, as the American’s logo seems to be the one thing that everyone on twitter didn’t hate, but it was also a bit more complicated.
Aresco reached out to a former CBS colleague named Leslie Ann Wade who had assembled a group that had been doing work on branding corporate logos. That group had contributed to the conference as a consultant on the PR front, so Aresco asked them to develop something, and they came up with the A with a star in the middle of it.
The decision-makers in the AAC offices loved it, but that was only the first step. They had to see what league members thought of it without allowing the logo to leak.
“We had to protect it,” Aresco said. “We couldn’t let anyone see it because we had to trademark it.”
That created a problem, because Aresco wanted to make sure that his conference member’s athletes and administrators all were fans of the logo he had developed. “We’ve got to make sure we have buy-in,” he said.
So what the AAC did was fly around the country to each of the member institutions, inviting a sampling of everyone involved with the school’s athletic department — presidents, ADs, coaches, athletes from revenue sports, athletes from Olympic sports — to get their feedback. The support was overwhelming.
Now that Aresco had a logo, he could actually get to work on turning the league into the powerhouse he believes it can be. Things like ensuring that all of the league’s basketball games will be aired on a national platform, whether it be ESPN, ESPN3 or CBS Sports Network. Or taking the time to talk to reporters to push support for his conference.
That may not be the most glorious part of his job, but it’s certainly better than trying to figure out who is trying to jettison themselves from the conference.
“If you ask me how it’s going compared to eight or nine months ago, it’s going extremely well,” he said. “We’re rejuvenated. We’re optimistic.”
“It’s been tough. We went through a period of real instability where we weren’t sure what we would have. We weren’t sure that we’d be here.”
Thursday marked the official beginning of the AAC as a conference, as three league members began their football seasons on opening night.
As it turns out, that’s anything but a chance for Aresco to slow down.
Two of the three AAC teams in action lost last night, with UConn losing to Towson at home (by 15!) and Rutgers dropping a road date with Fresno State in overtime.
Such is life when you’re trying to kickstart a rebranded league.
Sep 19, 2014, 11:50 PM EDT
Stephen Zimmerman is ranked the No. 10 overall recruit by Rivals.
Sep 19, 2014, 11:00 PM EDT
Kentucky fans camped out on Monday in order to officially camp out for tickets on Wednesday morning.
Sep 19, 2014, 9:45 PM EDT
The Rhode Island forward is eligible after missing the 2013-2014 season.
Sep 19, 2014, 9:00 PM EDT
The 6-foot-8 forward has two years of eligibility remaining.
Sep 19, 2014, 8:15 PM EDT
He was arrested on Feb. 14.
Sep 19, 2014, 7:00 PM EDT
The Yellow Jackets have added two new assistant to the coaching staff this offseason.
Sep 19, 2014, 5:25 PM EDT
The Orange holds the first of two exhibition games on Nov. 2.
Sep 19, 2014, 4:08 PM EDT
The Roselle Catholic (New Jersey) product picked the Gamecocks over Seton Hall and Rhode Island.
Sep 19, 2014, 2:46 PM EDT
Interestingly enough, UAB visits Chattanooga December 22.
Sep 19, 2014, 2:30 PM EDT
News and notes from around the world of college basketball recruiting.
Sep 19, 2014, 12:46 PM EDT
Thought the recent debate about USA Basketball and advantages gained by college coaches was getting tiresome?
Sep 19, 2014, 12:00 PM EDT
Fortune Magazine has the Krzyzewski and Staley ranked 20th (along with San Antonio Spurs head coach Gregg Popovich) on the list.
Sep 19, 2014, 10:55 AM EDT
The NCAA is hoping to have two lawsuits dismissed, with the plaintiffs in those suits arguing otherwise. And three U.S. senators voiced their displeasure with the lack of progress being made by the NCAA.
Sep 19, 2014, 9:44 AM EDT
Lorenzo Romar spoke positively of Robert Upshaw’s progress, and with the Huskies’ lack of interior depth the Fresno State transfer will be a key figure this season.
Sep 18, 2014, 10:15 PM EDT
Among the schools still in the running for this Top 100 prospect’s services is LSU.
Sep 18, 2014, 8:43 PM EDT
FGCU’s Sweet 16 run in 2013 paid off in a big way for the athletic department.
Sep 18, 2014, 7:04 PM EDT
Mizzou Arena’s just ten years old, but the school has found some areas that need renovating.
Sep 18, 2014, 5:52 PM EDT
Freeberg makes the move from the College of Charleston to The Citadel, with J.D. Powell headed in the opposite direction.
Sep 18, 2014, 4:50 PM EDT
Calipari tweeted that if the coaches gained an advantage from helping revitalize USA Basketball he “doesn’t begrudge them in the least.”
Sep 18, 2014, 3:00 PM EDT
An important member in a 2015 class lacking guards has set a decision date.
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