The American Conference has officially unveiled a dynamic rebrand aimed at clarifying its identity and positioning the league for the future. Formerly known as the American Athletic Conference or AAC, the league will now be referred to as “American Conference” on first reference and simply “American” thereafter. The refresh includes a bold new logo, updated digital platforms and a unifying tagline: Built to Rise.
Commissioner Tim Pernetti said the modernization “prioritizes clarity, momentum and the competitive advantage driving every part of our conference forward.” The brand overhaul also introduces a first-of-its-kind collegiate conference brand ambassador — an eagle named Soar — and is grounded in a new ethos emphasizing innovation, grit and service.
The announcement comes ahead of the conference’s Football Media Days and reflects a holistic approach to branding that highlights the student-athlete experience and the mission-driven nature of member institutions.
Rice joined the American in 2023, marking a significant shift from its longstanding membership in Conference USA, where the Owls had competed since 2005. The move reconnected Rice with historic rivals like Tulane, and former Conference USA foes such as East Carolina, Memphis and Tulsa — while also providing greater media visibility through the AAC’s multimedia rights partnership with ESPN.
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