During his media session on Monday, Rob Higgins, South Florida’s CEO of Athletics, was asked about a distinctive change in the school’s social media accounts and athletic website.
References to USF on new postings had been changed to South Florida. Stories about the men’s golf team, men’s and women’s soccer teams, softball, and so on now carry a headline that notably says South Florida.
I’ll admit up front that the change flew past me like sharp breaking slider did back in the day when I played baseball. If I noticed it before, I never paid attention, even when the Bulls occasionally wore football uniforms with South Florida emblazoned on the front. I never read that as a harbinger of a marketing rebrand, but apparently it has been sneaking up on us for several years…