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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.

PREGAME SHOOTAROUND: A Big 12 and a Big Ten showdown

Denzel Valentine
(AP Photo/Al Goldis)
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GAME OF THE NIGHT: No. 10 West Virginia at No. 6 Kansas, 7:00 p.m.

The last time these two teams got together, West Virginia actually knocked off Kansas in Morgantown. It was the third time in the last three seasons that WVU has beaten KU at home. So there’s some revenge at stake here. But there’s also the whole Big 12 title race, which West Virginia currently leads. If the Mountaineers win tonight, they’ll be up by two games on Kansas with the tie breaker and just seven games left to play. The Jayhawks regular season title streak could be over if that happens.

THIS ONE’S GOOD, TOO: No. 8 Michigan State at No. 18 Purdue, 7:00 p.m.

We think the Spartans are back to their early season form after wins over Maryland (at home), Northwestern, Rutgers and Michigan. If Michigan State really wants to prove something to the college basketball world, they will go into West Lafayette tonight and get a win. Denzel Valentine vs. Raphael Davis will be fun.

FIVE THINGS TO WATCH FOR

  1. Pitt will pay a visit to No. 12 Miami in a game the Panthers could really use a win in. Pitt hasn’t been the most consistent team in the country and without adding a few quality wins they could be looking at the bubble.
  2. Duquesne will be paying a visit to No. 19 Dayton, who moved into a tie for first place in the Atlantic 10 thanks to VCU’s loss on Saturday.
  3. Georgia is right there on the bubble, and they will have a chance to try and push themselves into a better spot when they play at No. 22 Kentucky tonight.
  4. Creighton probably has to win out to have a shot of making the NCAA tournament, and that includes tonight, when they host No. 5 Xavier.
  5. No. 7 Virginia will be hosting Virginia Tech, who picked off the Wahoos in Blacksburg earlier this year.

THE REST OF THE TOP 25

  • No. 1 Villanova at DePaul, 8:30 p.m.
  • No. 25 Wichita State at Drake, 8:00 p.m.

 

PLAYER OF THE YEAR POWER RANKINGS: Buddy Hield isn’t going anywhere

Oklahoma guard Buddy Hield (24) drives to the basket as LSU guard Antonio Blakeney (2) defends in the first half of an NCAA college basketball game in Baton Rouge, La., Saturday, Jan. 30, 2016. (AP Photo/Bill Feig)
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It’s Tuesday, which means that it is once again time for the NBC Sports Player of the Year Power Rankings.

And you’ll be shocked to find out that Oklahoma guard Buddy Hield is still No. 1 in those rankings. By a pretty wide margin.

The rest of the top 10?

They can be found here, at the CBT FaceBook page. Follow that page for the countdown: