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It hasn’t been easy being the American Athletic Conference’s commissioner

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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.

source:  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.

Top-100 guard commits to Xavier

Chris Mack has Xavier back in the Sweet 16 (AP Photo)
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Xavier has added a top-100 prospect into its 2017 recruiting class Wednesday.

Elias Harden, a shooting guard from Georgia, pledged to the Musketeers via social media to become the second member of Chris Mack’s next class.

“The recruiting process was not EASY AT ALL,” Harden wrote on Twitter. “I wanna thank all the coaches that took time to recruit me.

“WIth that being said I will continue my academic and athletic career at Xavier University.”

The 6-foot-6 guard is ranked 92nd overall by 247Sports and had offers from Auburn, Maryland, Texas Tech and Ole Miss. He joins Jared Ridder, a Missouri guard, as part of the 2017 Xavier class.

The Musketeers return the bulk of last year’s 28-6 team that narrowly missed out on the Sweet 16.

Clemson recruit to enroll early

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Clemson will get a four-star recruit on campus a year earlier than it expected, though his on-court debut for the Tigers will remain on schedule.

A.J. Oliver, a guard from South Carolina, will enroll early at Clemson and redshirt this upcoming season, he announced via social media Wednesday.

“I woke up this morning and realized that the greatest opportunity for me is to enroll early into Clemson,” he wrote on Twitter. “I will redshirt a year & start my college career early.”

Oliver, whose mother is the head women’s basketball coach at Clemson, was a consensus top-100 player in the class of 2017 who committed to the Tigers last December. Texas Tech and the College of Charleston were involved before his commitment.

A three-star shooting guard, Scott Spencer of Virginia, was previously the only member coach Brad Brownell’s 2016 class. While Oliver’s decision to redshirt will keep him off the court for the 2016-17 season, he’ll have spent a full season in the Tiger program before making his debut in 2017

The cupboard isn’t bare in 2017 for the Tigers due to Oliver’s reclassification because Clemson received a commitment from power forward Malik Williams, a consensus top-150 player, earlier Wednesday.

Kentucky used Calipari-Chaney fight in media training

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Kentucky held some media training sessions yesterday, and one of the topics that head coach John Calipari used to make a point was … his blow-up with John Chaney. The moment was captured on SnapChat by a trio of Kentucky newcomers.

You remember that incident. Chaney, then the head coach at Temple, and Cal, who was coaching Atlantic 10 rival UMass at the time, nearly came to blows over the way that Cal handled officials during the game. Before the video below picks up, the two shared this exchange:

“Could I say this to you, please?” Chaney said, before the video above picks up. “You’ve got a good ball club. But what you did with the officials out there is wrong, and I don’t want to be a party to that. You understand?”

Cal responded: “You weren’t out there, Coach. You don’t have any idea.”

Chaney fired back: “You got a game given to you by officials right here with G.W. on three bad calls, O.K.? Then you send your kids out there pushing and shoving. You had the best officiating you could ever get here. And for you to ride them, I don’t want to be a party to that.”

And that led to “I’ll kill you”:

(h/t KSR)

VIDEO: Shaq’s son, Shareef O’Neal, with monster dunk in Vegas

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Shareef O’Neal is a top 50 prospect in the Class of 2018. In Vegas this past weekend, he threw down a monster put-back dunk.

South Dakota State gets two commits

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Tuesday was a busy and productive one for South Dakota State on the recruiting trail.

The Jackrabbits secured two 2017 commitments from the state of Wisconsin in Ryan Krueger and Alex Arians, a source tells NBCSports.com.

Krueger is a 6-foot-5 wing player from New London, Wisc. while Arians is a 6-foot-4 guard from Madison, Wisc., who also held an offer from Wright State, which is coached by former SDSU coach Scott Nagy. Both players spend their summers playing for the Wisconsin Swing grassroots program.

The pair make it a trio of commits for the Jackrabbits in 2017 with another Wisconsinite, Alou Dillon, pledging to first-year Jackrabbits coach T.J. Otzelberger, himself a Wisconsin native, earlier this summer.

South Dakota State went 26-8 last year and the bulk of the team that made the NCAA tournament last year, including sophomore Mike Daum, who led the team in scoring and rebounding as a freshman.