The Big East, the iconic college athletic conference which is undergoing major changes, including its name, is working with Ketchum on communications and its re-branding.
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The Big East, based in Providence, is losing its moniker as key members exit and a new slate of schools join.
This week, the so-called Catholic 7 basketball bloc of DePaul, Georgetown, Marquette, Providence, Seton Hall, St. John's and Villanova announced their June 30 exit from the Big East to form a new conference with the Big East name. In football, Rutgers, Louisville and Notre Dame are key departures.
Alicia Stetzer, manager of corporate communications for Ketchum, told O'Dwyer's the Big East assignment is led by the firm's Washington, D.C., office and involves helping the conference determine a new name, brand positioning and narrative, as well as sharing the story with stakeholders, including the media, universities, alumni and sports fans. Ketchum's New York office and Sports & Entertainment units support the account.
The Orlando Sentinel first reported the relationship with Ketchum. One possible name for the conference circulated in media reports was "America 12."
The Universities of Connecticut, Cincinnati and South Florida remain in the conference. Incoming members in 2013 and 2014 include the Universities of Central Florida, Memphis, Houston, SMU, Tulane, East Carolina and Navy.
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