Businessweek.com reported yesterday, based on the remarks of former interim Commissioner Joe Bailey, that the Big East conference is considering a change or "tweak" to the conference's name. After speaking with a Big East conference official today, any discussion of a conference name change is theoretical at best. Some reports (perhaps even my own) have portrayed the Businessweek.com article as saying the Big East has already decided to change its name and is studying exactly what the new conference name should be. That is not the case.
The Big East has contracted the services of a marketing company to work on an overall review of the conference's brand and to create a massive re-branding strategy. This review includes broad concepts like the conference's name as well as minute details like color schemes, slogans, and logos. So, while it is technically true that the conference's name and changes to it will be a part of this review, the conference name is unlikely to change in the re-branding effort.
I've been assured that the conference, and new commissioner Mike Aresco in particular, appreciate the value of the Big East name and its name recognition for events like the annual Big East Tournament in Madison Square Garden. Don't expect the Big East name to be going anywhere any time soon.