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.
Oct 31, 2014, 4:00 PM EDT
Another SEC school used a similar system on its way to a national title game appearance in 2000.
CBT’s Recruiting Roundup: UCF lands a unique center, Tennessee’s impact wing, Saint Louis gets rising center
Oct 31, 2014, 3:00 PM EDT
News and notes from the world of college basketball recruiting.
Oct 31, 2014, 2:00 PM EDT
Despite 29 wins (13 in conference play) Louisiana Tech missed out on the NCAA tournament. Michael White looks to change that this season, although, his team will have to go through the likes of UTEP and newcomer Western Kentucky, first.
Oct 31, 2014, 1:12 PM EDT
With the number of guards in the Kansas program, playing time was likely to be scarce for Conner Frankamp.
Oct 31, 2014, 12:45 PM EDT
Isaac Fotu’s part of the NCAA’s investigation into the program, and other schools have attempted to poach some of Hawaii’s remaining players.
Oct 31, 2014, 12:00 PM EDT
Virginia is coming off of a dual-ACC title and returns the majority of the key players from that team.
Oct 31, 2014, 11:37 AM EDT
No surprise that Kentucky’s on top. Also of note: No. 3 Wisconsin received more first-place votes than No. 2 Arizona.
Oct 31, 2014, 10:30 AM EDT
The Cincinnati transfer was expected to factor into a rotation that’s replacing five seniors from last season’s team.
Oct 31, 2014, 9:00 AM EDT
Is this team better than Philly?
Oct 30, 2014, 11:53 PM EDT
Quick action by construction workers ensured that it was declared ready for play two days after being flooded.
Oct 30, 2014, 10:41 PM EDT
Some officials are in hot water after compromising a system used by 20 different Division I conferences.
Oct 30, 2014, 8:58 PM EDT
Saint Louis adds more depth to its front court with this verbal commitment.
Oct 30, 2014, 7:30 PM EDT
I can do that.
Oct 30, 2014, 7:26 PM EDT
John Egbunu was an American Athletic Conference All-Freshman Team selection at USF last season.
Oct 30, 2014, 6:30 PM EDT
The Preseason Atlantic 10 Player of the Year is looking to lead VCU deep into March.
Oct 30, 2014, 5:55 PM EDT
Chris Clarke is a perfect fit for Donnie Tyndall.
Oct 30, 2014, 4:45 PM EDT
The Golden Griffins have to account for the loss of four starters from last season’s 21-win team.
Oct 30, 2014, 3:56 PM EDT
Feel free to take this as my challenge to you all.
Oct 30, 2014, 2:32 PM EDT
North Carolina should be a national title contender, but they do have some question marks.
Oct 30, 2014, 1:45 PM EDT
Dayton head coach Archie Miller spurned high-major programs to remain at Atlantic 10. He’s not the only one in the league happy with where they are.
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- Top 25 Countdown: No. 6 Virginia Cavaliers 0
- 2014-15 Season Preview: College Basketball Dream Team 1
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- Dayton’s Elite 8 run, Archie Miller’s decision to stay help continue Atlantic 10’s success 1
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- Five-star 2015 power forward down to five schools (2)
- Roy Williams says he was ‘dumbfounded’ following Kenneth Wainstein’s report (VIDEO) (2)
- Hawaii considering its options regarding NCAA investigation of basketball program (2)
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