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The basics:

• MAAC officially becoming The Metro Conference
• Rebrand takes effect July 1 after multiyear review
• League seeks to eliminate confusion with MAC acronym
• Atlantic City basketball championships remain through 2031

The Metro Atlantic Athletic Conference announced May 27 it will officially rebrand as “The Metro Conference” beginning July 1. The major identity shift is designed to modernize the league’s image while also reducing longstanding confusion surrounding the MAAC acronym.

Headquartered in Edison, the conference includes two New Jersey institutions (Rider University and Saint Peter’s University) among its 13 member schools across the Northeast. The conference also has a significant presence in Atlantic City. The MAAC men’s and women’s basketball championships take place annually at Jim Whelan Boardwalk Hall. The partnership recently extended its run through 2031.

Conference leadership said the new “Metro” identity better reflects the league’s geographic footprint along the Northeast Corridor. At the same tie, it positions the conference more clearly in the increasingly competitive collegiate athletics landscape. Eliminating confusion between the MAAC and the Mid-American Conference, which share the similar MAC acronym, served as a central driver behind the move.

Next chapter

“Throughout this process, we wanted to create a brand that better positions the Conference for the future while still honoring the tradition and foundation that have defined this league for the past 45 years,” said MAAC Commissioner Travis Tellitocci. “We are excited about this next chapter and the future of the Metro Conference.”

Learn more about ‘The Metro’ (courtesy of the Metro Conference):

The rebrand follows a multiyear strategic planning initiative that began in 2023. The process involved feedback from institutional leaders, student-athletes, coaches, alumni, media members and marketing professionals.

“As we introduce the Metro, we embrace a name that reflects both our geographic connection along the Northeast Corridor and the shared values that unite our member institutions,” said Mark Nemec, president of Fairfield University and chair of the MAAC Council of Presidents. “The Metro is deeply student-centric in its vision, celebrating academic achievement, personal growth, and competitive excellence. The new brand represents a collective commitment to preparing student-athletes for success in the classroom, in competition, and in their future endeavors.”

The Metro is deeply student-centric in its vision, celebrating academic achievement, personal growth, and competitive excellence.
– Mark Nemec, chair, MAAC Council of Presidents

The updated branding includes a streamlined visual identity built around bold typography and a simplified two-color palette. The conference retained its traditional red and blue colors while updating them to more vibrant shades. Officials said the redesign is intended to create greater consistency across television broadcasts, digital platforms, championship branding, recruiting and apparel.

Standing out

The conference selected Joe Bosack & Co. to lead the rebranding project in collaboration with the conference’s Technology & Digital Marketing Committee. The process included listening sessions, name-testing exercises and logo development involving conference stakeholders.

“We enjoyed collaborating with all of the Conference stakeholder groups as part of this comprehensive rebranding project,” said Joe Bosack, founder and creative director at Joe Bosack & Co. “The Metro, its member schools, and its student athletes have an updated brand identity that reflects a great history and a promising future.”

Rider University President John Loyack praised the transition. He said the updated name gives the conference a stronger market identity.

The new brand allows us to stand out from other conferences and keeps a proud geographic tradition moving forward.
– John Loyack, Rider University president

“We see this as a much better positioning in the marketplace,” Loyack told NJBIZ. “The new brand allows us to stand out from other conferences and keeps a proud geographic tradition moving forward. We applaud the efforts of conference leadership in achieving such a positive repositioning of our conference brand.”

Conference officials said additional branding elements, including new championship marks and a redesigned conference website, will be unveiled in the coming months.