Aresco: Big East will not change name
Providence, RI, United States (4E Sports) – Big East commissioner Mike Aresco has reiterated that the conference will not drop its name despite a planned expansion in place.
“There is tremendous brand equity built up in the Big East name,” Aresco told the Philadelphia Inquirer. “And as you know, nowadays the Big 10 has 12 teams. The Big 12 has 10 teams. The fact that it is the Big East is not of concern in terms of geography. The name, though, has enormous brand equity.”
“We’ve had a proud history. Thirty years of unbelievable success. So, consequently, no plans to change the name,” he added.
Aresco made the reaction after former interim Big East commissioner Joe Bailey said that the conference was considering changing its name due to expansion.
While Syracuse and Pittsburgh are leaving the conference after this year, the Big East will add Boise State and San Diego State for football only in 2013.
Also scheduled to join as all-sports members are Memphis, Houston, Southern Methodist, and Central Florida while Navy will participate in football only in 2015.
Members of the Big East include DePaul University, Georgetown University, Marquette University, University of Notre Dame, Providence College, St. John’s University, Seton Hall University and Villanova University.
Bailey earlier said that the Big East has commissioned a study to find alternative names, for consideration and approval of team presidents.
“The unintended consequences of adding new schools is that all of a sudden the Big East is a national conference,” Bailey said. “It extends to four time zones in major markets. In one sense, it almost represents the United States in that diversity.”
Bailey said the conference will likely tweak the name a little than come up with a wholesale change to the brand.
“A brand is extremely important because it tells the marketplace that this is what the Big East stands for,” Bailey said. “There is so much equity in the name, Big East, what do you do with that?”