CHARLOTTE, N.C., July 21, 2025
American Athletic Conference is Now Just “American Conference”
The league ditches its old acronym and welcomes its first mascot, an eagle named Soar, as part of a major rebrand.
- The American Athletic Conference rebranded to “American Conference.”
- The league has a new mascot, an eagle named Soar.
- A modernized website launches Thursday during media days in Charlotte, North Carolina.
- Commissioner Tim Pernetti emphasized community involvement in the brand’s development.
- The “Built to Rise” slogan links to the new RISE Ventures unit.
Did the American Athletic Conference just become the “American Conference”? Yes, on Monday, the league formally rebranded, shedding its familiar AAC acronym. The switch aims for clearer recognition and a more modern identity. The league’s modernized website is set to go live Thursday during its media days in Charlotte, North Carolina.
American Conference on first reference, then simply “American” thereafter, this is a move that many fans and media outlets were already employing. The league’s commissioner, Tim Pernetti, stated, “A brand is more than a name.” He added, “Over the past year, we stepped back, listened and involved our community. That’s how real, lasting identity is built. We’re not slick, we’re strong.”
Meet Soar, the League’s New Eagle
The rebrand also introduces “Soar,” an eagle, as the conference’s very first mascot. This isn’t just any mascot; it’s reportedly the first live and animated mascot for a collegiate conference. Soar will be more than just a visual – the muscular bird is slated to act as a community ambassador. Plans include leading children’s reading programs, participating in volunteer days at league campuses, and supporting charity fundraisers through the “Soar to Serve” initiative.
The marketing and communications firm ANACHEL played a role in shaping this new identity, according to a brand packet. The name change itself was a strategic decision to eliminate confusion with other conferences, like the ACC, and to ensure “consistent recognition.” The new slogan, “Built to Rise,” cleverly ties into the league’s new commercial and innovation unit, RISE Ventures, which stands for revenue, innovation, sports and entertainment.
A Conference Built to Rise
“The American has built a brand that differentiates us in a crowded collegiate landscape by establishing and elevating what makes us distinctive,” Pernetti said. “This modernization is rooted in who we are and where we’re headed. It prioritizes clarity, momentum, and the competitive advantage driving every part of our conference forward.”
Looking back at last season, the 15-member American conference showed its competitive mettle. Eight of its teams secured bowl game appearances, and the league clinched the Bowl Challenge Cup with an impressive 6-2 postseason record. Notably, the American was one of only five conferences, alongside the ACC, Big Ten, Big 12, and SEC, to boast three teams with at least 10 wins.
Could Soar become a household name? The potential is there. The mascot could appear in video games, adorn jersey patches, feature on merchandise, and participate in mascot-themed sponsor campaigns. This signifies a deliberate effort to create a more engaging and recognizable brand for the conference.
Why did the American Athletic Conference rebrand? The league changed its name to “American Conference” to eliminate confusion with other organizations and reinforce a sharper, more modern identity.
