The league heretofore known as the American Athletic Conference-which had desperately tried to sell itself as part of a "Power 6" in college sports-is banking on a new branding initiative under ...

The American Athletic Conference announced a rebrand Monday that sees the conference drop "Athletic" from its official name.

With the new mascot "Soar" the eagle, the 15-member AAC has officially rebranded as the "American Conference" and will introduce a modernized website on Thursday.

The American Conference introduced Soar the Eagle as its official mascot on Monday. (Photo Courtesy the American Conference) The American Conference announced Monday that it has dropped its middle ...

Now, "The American" is the official name of the 14-team conference, and its rebrand is represented by a beefed-up generic eagle mascot named "Soar," sporting an Allen Iverson-esque arm sleeve.

Along with the name change, the conference announced its new mascot, "Soar," the eagle. The American's new website will launch on Thursday amid its media days in Charlotte, North Carolina.

The American said that Soar the Eagle will be the first live and animated mascot for a collegiate conference. "Soar's very identity reflects our DNA of innovation, grit, and service," the American ...

The American Conference dumps Athletic from long-held name, announces new eagle mascot with rebranding ahead of 2025-26 school year.

The American’s rebrand is part of Pernetti’s broader push to redefine the 15-member league that long strived to be seen beyond its Group of 5 reality.

Since 2023, the American has lost Cincinnati, UCF and SMU but has added seven teams: Charlotte, FAU, North Texas, Rice, UAB, UT-San Antonio and Army (for football). It now has 15 teams.