Aug 30, 2013, 9:36 AM EST
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.
Feb 27, 2015, 7:20 PM EST
The starting guard has missed the last 11 games.
Feb 27, 2015, 6:00 PM EST
This isn’t the first time he’s done this in a game.
Feb 27, 2015, 4:45 PM EST
The Vandy coach was quick to apology following last night’s incident.
Feb 27, 2015, 4:25 PM EST
Derrick Walton Jr. hasn’t played in just over a month, but he’s still bothered by an issue with his right foot.
Feb 27, 2015, 3:20 PM EST
Floyd was ejected with 10:05 remaining in the Miners’ 77-60 loss at Louisiana Tech, and he failed to leave the court in a timely manner.
Feb 27, 2015, 2:59 PM EST
Billy Donovan would like to see his veteran forward make some strides in the commitment department moving forward.
Feb 27, 2015, 2:16 PM EST
On the heels of St. John’s last NCAA appearance in 2011, seven players joined the program. Three remain, and their aim is to get to the Big Dance as seniors.
Feb 27, 2015, 1:32 PM EST
Also of note is the second meeting of the season between rivals Iona and Manhattan.
Feb 27, 2015, 12:12 PM EST
Shooting 7-for-10 from three over the last two games, Gabe York has hit multiple three-pointers in consecutive games for the first time since mid-December. That’s a good development for Arizona.
Feb 27, 2015, 11:01 AM EST
While the Wildcats continue to roll along, other one-seeds are up for discussion as the season moves into the month of March.
Feb 27, 2015, 9:55 AM EST
Leading by six with 34 seconds remaining in regulation, Michigan State looked to be on their way to a home win over Minnesota. Then they fouled three-point shooters on two separate occasions.
Feb 27, 2015, 8:07 AM EST
I hope you’re ready for a thrilling day of hoops.
Feb 27, 2015, 1:31 AM EST
Michigan State fouled three-point shooters on two separate occasions late in regulation, and it set the stage for an overtime loss at home.
Vanderbilt head coach Kevin Stallings apologizes for postgame outburst directed at freshman guard Wade Baldwin IV
Feb 26, 2015, 11:47 PM EST
The Vandy freshman taunted a Tennessee player as time expired in the Commodores’ win, and his head coach read him the riot act in the handshake line.
Feb 26, 2015, 10:29 PM EST
Who were the winners and the losers on the bubble on Thursday?
Feb 26, 2015, 9:17 PM EST
Tate scored a career-high 22 points Thursday night, and his move into the starting lineup has helped Ohio State.
Feb 26, 2015, 8:35 PM EST
Five year-old Nicholas Wince spent the entire day with West Virginia prior to their win over Texas, signing a National Letter of Intent as well.
Feb 26, 2015, 5:54 PM EST
Without Jordan McLaughlin, USC will have to rely on Julian Jacobs at the point in their final two regular season games.
Feb 26, 2015, 4:50 PM EST
In addition to a ruptured plantar fascia suffered in a loss to Florida in late-January, Ricky Tarrant also needs to undergo a procedure on his left knee.
Feb 26, 2015, 4:00 PM EST
Boeheim doesn’t seem pleased about the ruling.
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- Wednesday’s Snacks: No. 1 Kentucky moves to 28-0, Northwestern knocks off Indiana 0
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- Bill Self crushed, Jamari Traylor targeted during Kansas State court storm (VIDEO) (12)
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