The American Athletic Conference is losing part of its name, announcing Monday it is rebranding as the American Conference.

As part of the change, the American also introduced what it believed to be the first conference-wide live and animated mascot — an eagle named Soar — and a new motto: “Built to Rise.”

In a statement posted to its website, the conference said the new name “reinforces a sharper, more modern identity” while also “eliminating confusion” with other similarly named groups. One of those likely was the ACC — the better-known Atlantic Coast Conference.

The league said it will be referred to as American Conference on first reference and simply The American on following references.

As for “Soar,” the tough but friendly looking bird will be used as a community ambassador throughout the conference and was “designed to fuel both school spirit and conference business growth,” according to the American.

“The American has built a brand that differentiates us in a crowded collegiate landscape by establishing and elevating what makes us distinctive,” commissioner Tim Pernetti said, per ESPN. “This modernization is rooted in who we are and where we’re headed. It prioritizes clarity, momentum, and the competitive advantage driving every part of our conference forward.”

The American Conference has 15 member schools, starting with UAB, Charlotte, East Carolina, FAU, Memphis, North Texas, Rice, South Florida, Temple University, UTSA, Tulane and Tulsa. Army and Navy are football-only members, and Wichita State participates in only basketball and Olympic sports.

–Field Level Media