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


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.

#CBTtop100: Counting down the Top 100 Players in college basketball

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We’ll be counting down the top 100 players in college basketball all week long. Be sure to check back here throughout the week as the countdown continues over @CBTonNBC.

Jalen Coleman-Lands cleared to practice

INDIANAPOLIS, IN - MARCH 10: Jarrod Uthoff #20 of the Iowa Hawkeyes defends against Jalen Coleman-Lands #5 of the Illinois Fighting Illini in the second round of the Big Ten Basketball Tournament at Bankers Life Fieldhouse on March 10, 2016 in Indianapolis, Indiana. (Photo by Joe Robbins/Getty Images)
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When Illinois takes on Southeast Missouri State in the opener of the 2016-17 season, the Fighting Illini should have it’s starting backcourt out on the floor.

According to Jon Rothstein, Jalen Coleman-Lands has been cleared for all basketball activities. The sophomore two-guard has been recovering from a broken bone in his right hand.

The 6-foot-3 guard averaged 10.3 points per game, while shooting 42 percent from three, as a freshman. He, along with Malcolm Hill and Michael Thorne Jr., is one of three returning players who averaged double figures last season.

Coleman-Lands will team up with Tracy Abrams, a point guard who was granted a sixth year of eligibility after missing the past two seasons due to injuries.

This could prove to be a make-or-break year for John Groce, who enters his fifth season at the helm. He guided the Illini to an NCAA Tournament in his first season, but hasn’t been back since.

The key for the Illini is health. Abrams gives them experience and leadership, but it won’t be a surprise if there’s some rust in his game after spending the past two seasons on the sideline. Having a healthy Coleman-Lands will help stabilize the backcourt, while Hill, an all-conference caliber forward, and Thorne anchor the frontcourt.

NBC Sports projected Illinois to finish eighth in the Big Ten this season.

Curtis Jones jumps over Tom Crean

Tom Crean
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Indiana held its annual Hoosier Hysteria on Saturday night.

One of the highlights from the team’s dunk contest was when freshman guard Curtis Jones jumped over Indiana head coach Tom Crean.

This isn’t the first time we’ve seen a newcomer us his coach as a dunk contest prop. Last week, Rawle Alkins cleared Arizona head coach Sean Miller en route to a reverse jam.

Like Alkins, Jones was a sought-after scorer. The 6-foot-4 two-guard was rated No. 69 overall in the Class of 2016 by Rivals. He picked Indiana over offers from Cal, Cincinnati, Georgetown and more than a dozen other high-major programs.

WATCH: Edmond Sumner take off from the foul line

CINCINNATI, OH - FEBRUARY 03:  Edmond Sumner #4 of the Xavier Musketeers dunks the ball during the game against the St. John's Red Storm at Cintas Center on February 3, 2016 in Cincinnati, Ohio.  (Photo by Andy Lyons/Getty Images)
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Edmond Sumner is a big reason why Xavier is likely going to be a preseason top-10 team.

On Saturday night, during Musketeer Madness, Sumner won the team’s dunk contest when he took off from the foul line.

Sumner defeated freshmen Tyrique Jones and Quentin Goodin. J.P. Macura, the reigning Big East Sixth Man of the Year, took home the honors last year.

The 6-foot-6 redshirt sophomore is coming off a debut season in which he averaged 11.0 points, 3.4 rebounds and 3.6 assists per game.

WATCH: Duke goes crazy for Chase Jeter’s bottle flip

PROVIDENCE, RI - MARCH 17:  Chase Jeter #2 of the Duke Blue Devils looks on in the second half against the North Carolina-Wilmington Seahawks during the first round of the 2016 NCAA Men's Basketball Tournament at Dunkin' Donuts Center on March 17, 2016 in Providence, Rhode Island.  (Photo by Maddie Meyer/Getty Images)

The bottle flip has become an international sensation in recent months.

It’s as simple as it sounds: flipping a water bottle in the air, attempting to have it land upright.

Duke sophomore forward Chase Jeter, in front of 9,300-plus fans, successfully pulled off the bottle flip on Saturday night at Duke’s Craziness.

Jeter, the 6-foot-10, played in a reserve role as a freshman, averaging 1.9 points and 1.9 rebounds per game last season. He will be part of a loaded frontline that includes heralded freshmen Harry Giles and Marques Bolden, as well as redshirt senior Amile Jefferson, who returns to the lineup following a foot injury.