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.
Nov 24, 2014, 7:27 PM EST
No. 3 Arizona held off Missouri the whole game and cruised to a double-digit win in Maui.
Nov 24, 2014, 6:30 PM EST
After spending some time in the hospital battling pneumonia, legendary coach Jerry Tarkanian is leaving the hospital.
Nov 24, 2014, 5:15 PM EST
Florida Gulf Coast suspended a key player for three games on Monday.
Nov 24, 2014, 4:25 PM EST
Baylor lost a commitment from a 2015 guard.
Nov 24, 2014, 2:24 PM EST
Jerian Grant was dominant in the final 12 minutes against Providence.
Nov 24, 2014, 1:36 PM EST
Once again, the Maui has put together a loaded field.
Nov 24, 2014, 1:00 PM EST
There will be some fun basketball games on Monday night.
Nov 24, 2014, 12:19 PM EST
Atson was called by one scout the “Chris Herren of New Haven”.
Nov 24, 2014, 11:41 AM EST
Henton went for 38 against Notre Dame, while West Virginia won the Puerto Rico Tip-Off.
Nov 24, 2014, 9:00 AM EST
Look at how far away from the rim he takes off.
Nov 24, 2014, 7:00 AM EST
Putting together a top 25 this early is tough to do as we balance expectations with early season performance.
Nov 24, 2014, 1:10 AM EST
No. 1 Kentucky set a new school record, Ohio State’s Shannon Scott broke Aaron Craft’s single-game assist record and more.
Nov 24, 2014, 12:15 AM EST
‘Buckets’ earned his nickname because he gets … buckets.
Nov 23, 2014, 11:49 PM EST
A week that began with a win at No. 7 Florida ended with a commanding victory over Charlotte at the Gildan Charleston Classic.
Nov 23, 2014, 9:57 PM EST
West Virginia has better depth and toughness than they had a season ago, and those improvements paid off in Puerto Rico this weekend.
Nov 23, 2014, 8:55 PM EST
The 5-foot-10 guard has a standing vertical of 38 inches. That’s pretty good.
Nov 23, 2014, 8:10 PM EST
Kadeem Jack missed the first two games of the season with a thumb injury.
Nov 23, 2014, 6:55 PM EST
With Cullen Neal already dealing with an ankle injury, Arthur Edwards is the latest Lobo dealing with a health issue.
Nov 23, 2014, 5:34 PM EST
Rakim Lubin was averaging five minutes per contest in UConn’s first three games.
Nov 23, 2014, 5:16 PM EST
House scored 18 points, shooting 7-for-11 from the field, in Texas A&M’s 64-51 win over New Mexico.
- Mike Brey was excited about Notre Dame’s loss because the Irish have their closer back 0
- Weekly Awards: LaDontae Henton, West Virginia with notable performances 0
- College Basketball Talk’s latest top 25: Kentucky reigns, but how far will Kansas, Florida slide? 5
- Providence star LaDontae ‘Buckets’ Henton may be the nation’s most under-appreciated star 1
- West Virginia shows signs of progress in Puerto Rico Tipoff win over No. 17 UConn 1
- Quinn Cook is thriving as an off-guard, and No. 4 Duke will reap the benefits 0
- Rhode Island upsets No. 21 Nebraska, 66-62, in overtime 0
- Poll: 54 percent of people think Kentucky beats the 76ers, 54 percent of people are dumb (31)
- No. 1 Kentucky’s size, depth overwhelms No. 5 Kansas, makes 40-0 seem possible? (5)
- College Basketball Talk’s latest top 25: Kentucky reigns, but how far will Kansas, Florida slide? (5)
- Colorado’s second half run a product of its focus on getting the ball inside (3)
- No. 4 Duke proves No. 19 Michigan State cannot win at elite level if they keep missing on elite talent (3)