SAN BRUNO, Calif. – We Rise in the West, the West Coast Conference.
 
Throughout the past six months, the West Coast Conference collaborated with its membership to redefine the brand identity of the conference. Today, the conference launched its new brand identity that celebrates its national excellence, focus on student-athlete wellness, innovative approach in today’s NCAA landscape, and expansive footprint representing the major markets in the western region. 
 
“The West Coast Conference identity is cemented by our recognizable geography and our national excellence,” said West Coast Conference Commissioner Stu Jackson. “We champion innovation that positions our programs for postseason success. In addition to NCAA automatic qualifiers, we compete for at-large selections. While we are a regionally-based conference, our achievements shine on the broader national stage. We prioritize student-athlete wellness as a keystone of our identity; creating environments where our student-athletes are seen and celebrated. We Rise in the West.”
 
Today, the conference unveiled a new men’s and women’s basketball commercial with Santa Clara alum and NBA World Champion Jalen Williams reflecting on the storied history of national excellence and current excitement around West Coast Conference basketball.
 
The conference’s redefined brand – We RISE in the West – is centered around four pillars:
 
Regional Identity. We alone embody the vibe of the West with major metropolitan markets and geographical appeal.
 
Innovative Approach. We honor our history and embrace the future of college athletics.
 
Student-Athlete Wellness. Student-athlete wellness, belonging, community and opportunities are our cornerstones.
 
Excellence. Excellence and experience in athletics and academics combine to create champions and leaders.
 


As part of its redefined brand identity, the conference prioritizes the use of its full name on all external communication, with primary reference identifying the league as the West Coast Conference.
 
From its beginnings as the California Basketball Association in 1952 with five men’s basketball programs in the San Francisco Bay Area, the West Coast Conference has firmly established its roots in the western region. Over the past 73 years, the conference has grown exponentially, and its footprint has expanded throughout the region. The West Coast Conference is the only Division I conference represented in the region’s largest metropolitan cities and media markets, which include Los Angeles, the San Francisco Bay Area, Seattle, Sacramento, Portland and San Diego.  
 
Throughout its storied history, the West Coast Conference has maintained its basketball-centric identity, while showcasing its excellence as a multiple bid conference across several sports. Across 16 sports, members compete for championships and represent the conference on the national stage. 
 
The West Coast Conference’s redefined brand identity was unveiled on the conference’s external platforms, including WCCsports.com, X, Instagram, Facebook, Tik Tok and will be present in all conference broadcasts on ESPN, CBS Sports Network and ESPN+.
 
For more information on the West Coast Conference’s redefined brand identity, visit WCCsports.com/BrandIdentity.