https://greengoldandbold.com/usf-athletics-shifting-from-usf-brand-to-university-of-south-florida-01m0b1tb70nbGreen, Gold, and BoldenUSF Athletics shifting from “USF” brand to South FloridaUniversity of South Florida football,American Conference,South Florida Bulls athletics,Rob Higgins South Florida2026-08-18T19:38:38Z2026-08-18T19:44:31Zhttps://images2.minutemediacdn.com/image/upload/c_crop,w_7305,h_4109,x_0,y_0/c_fill,w_2880,ar_16:9,f_auto,q_auto,g_auto/images/ReutersImages/mmsport/158/01m0b5hx48cse0mbdtpz.jpgNo more USF? The athletic department is transitioning toward being known as the University of South Florida instead.