Now that the Southland Conference has survived and is looking to thrive, it is time for the league to take the next step.

That means the official rebranding of the league has begun.

With that in mind, the conference announced earlier this week it would collaborate with Troika Media Group to do just that.

“After strategic discussions with our board of directors, athletic directors, student-athletes, and fans, we are excited to pursue a brand that reflects this new era of the Southland Conference,” said new SLC Commissioner Chris Grant. “In partnership with Troika, we will celebrate the conference’s unified approach in pursuit of our north star, the student-athlete experience, as well as share the vibrant stories of our institutions and the Gulf Coast region.”

That alone is refreshing. For years the SLC has been quiet when it came to promoting itself. It’s one of the reasons five teams left the league last year.

Flashy new toys always get the most looks and college athletics is no different.

The SLC was considered dull, stale, boring and out of touch with the college athletic scene. So adding a little spice while being able to keep some of the better traditions would only help boost the image. A new logo and greater presence on social media are two likely ways to help do that.

And, of course, there is also talk of a new name for the league, one that might attract schools interested in finding new homes. Dropping Southland would also do away with any images of the old conference.

With that in mind, we threw the idea out there for discussion. Some of the response were, well interesting to say the least.

Some came with the knowledge of how McNeese State is now the center of the league after all the changes.

That led to nominations like the Heath South Conference to be named after McNeese Athletic Director Heath Schroyer who brokered the deal to bring tournaments to his campus.

Then there was the Lake Chuck League, which was brought to us by others who may still be a little upset with the way the Cowboys became the top dog in the Southland, as if there isn’t already a big enough target on McNeese teams.

So let’s get into the real chances. You want the name to represent the area and have a little staying power. And please, enough to the guy who wanted it to be known as the Little SEC. That is a shadow you want to stay out of.

I also want to do away with the nominations of Mosquito League and Hurricane Lane Conference. One is a bug and the other it’s still way too soon, though I want to thank all efforts.

One I did like was Coastal Athletic Conference. It is nice and neat and has the good CAC initials. It could work, but it also leaves some question as to which coast.

There is an Atlantic Coast Conference and Pacific Coast Conference. There is a Gulf Coast Athletic Conference in NAIA, though one of teams is in Nashville. Baseball has a minor league named the Gulf Coast League as well.

With all those the one I like the best is Third Coast Conference. It is simple, direct and doesn’t favor Texas or Louisiana. It is state neutral.

We can call it a politically correct choice.

It also tells the country that there is a third coast, which is often forgotten by geography teachers in high school. It would also be easy to make a logo for such a name.

None of these are written in stone but they are talking points as the process gets started.

What matters most is that the leaders of the conference are thinking forward instead of looking back.

That’s what has been needed in this conference for a long time.

—

Jim Gazzolo is a freelance writer who covers McNeese State athletics for the American Press. Email him at jimgazzolo@yahoo.com