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.
Apr 20, 2014, 12:58 AM EDT
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Apr 19, 2014, 11:03 PM EDT
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Apr 19, 2014, 9:17 PM EDT
A Kentucky fan promised to get a tattoo of Willie Cauley-Stein if the 7-footer returned to Lexington for his junior season. Saturday, Michael Gray followed through.
Apr 19, 2014, 7:36 PM EDT
UNLV has added another player to its 2014 recruiting class, as shooting guard Patrick McCaw verbally committed to the Mountain West program.
Apr 19, 2014, 6:24 PM EDT
Arizona State has made another addition to its roster, landing a commitment from former UNLV forward Savon Goodman.
Apr 19, 2014, 5:45 PM EDT
Forward Zach LeDay has decided to leave the USF program after spending two seasons in Tampa.
Apr 19, 2014, 5:00 PM EDT
New Florida A&M AD Kellen Winslow Sr. has already decided that the basketball program needs a new leader, as head coach Clemon Johnson was relieved of his duties Friday.
Apr 19, 2014, 4:25 PM EDT
Will highly-touted Colombian center Tonny Trocha-Morelos finally be joining the Texas A&M program?
Apr 19, 2014, 2:39 PM EDT
Michigan had some open scholarships following the 2014 NBA Draft departures of Nik Stauskas and Glenn Robinson III and they filled one of those on Saturday with a commitment from senior guard Muhammad Ali Abdur-Rahkman.
Apr 19, 2014, 1:25 PM EDT
Gonzaga will have a very tough non-conference slate during the 2014-15 season.
Apr 19, 2014, 12:10 PM EDT
Two-and-through sounds more and more likely to happen.
Apr 19, 2014, 10:30 AM EDT
Former Marquette commits Ahmed Hill and Satchel Pierce are following former Golden Eagles coach Buzz Williams to Virginia Tech as the duo committed to the Hokies on Saturday morning.
POSTERIZED: SMU commit Emmanuel Mudiay flushes a ridiculous alley-oop during Jordan Brand Classic (VIDEO)
Apr 19, 2014, 10:03 AM EDT
SMU commit Emmanuel Mudiay put down the best dunk at the Jordan Brand Classic.
Apr 18, 2014, 11:20 PM EDT
Northern Illinois extended the contract of head coach Mark Montgomery through the 2017-18 season.
Chicago duo Jahlil Okafor, Cliff Alexander earn MVP honors as East beats West in Jordan Brand Classic
Apr 18, 2014, 9:39 PM EDT
Chicago natives Jahlil Okafor and Cliff Alexander earned MVP honors as the East beat the West in the Jordan Brand Classic.
Apr 18, 2014, 8:40 PM EDT
Houston is allowing Danuel House and TaShawn Thomas to transfer, but only to certain programs.
Apr 18, 2014, 7:31 PM EDT
Indiana grabbed a commitment from a 2014 center on Friday night.
Apr 18, 2014, 6:59 PM EDT
Miami forward James Kelly is moving on.
Apr 18, 2014, 5:45 PM EDT
It was a busy day for the Butler Bulldogs on Friday as freshman guard Elijah Brown intends to transfer while former Indiana wing Austin Etherington will transfer to the Big East program.
Apr 18, 2014, 5:05 PM EDT
Ole Miss picked up a big graduate transfer on Friday when former Tennessee State forward M.J. Rhett signed with the Rebels.
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