The BIG EAST brand campaign entitled “The BIG EAST Way” debuted on Wednesday, December 31, 2014 showcasing the distinctivness of the Conference.  Brand positioning research found that the BIG EAST has an audience extending far beyond conference students and alumni.  In addition to fans of the individual schools, there also exists a "BIG EAST fan" that supports the conference as a whole.

Fans see the BIG EAST as tough and gritty, with an "all out" basketball style that evokes an urban playground feel.  While most sports are typically shown from the outside looking in, the BIG EAST Way campaign gives viewers an up close, insider's perspective of the plays that have come to define the hard-nosed style of competition in the BIG EAST Conference.


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INTENSITY