In 2011, the SEC Academic Consortium was relocated to the SEC headquarters in Birmingham, Alabama, from its original home on the campus of the University of Arkansas in Fayetteville, Arkansas, and was renamed SECU. The SECU rebranded its mission to better serve as a means through which the collaborative academic endeavors and achievements of Southeastern Conference universities would be promoted and advanced. The SECU's goals included highlighting the endeavors and achievements of SEC faculty, students and its universities; advancing the academic reputation of SEC universities; identifying and preparing future leaders for high-level service in academia; increasing the amount and type of study abroad opportunities available for students; and providing opportunities for collaboration among SEC university personnel. The Big Ten Conference has a similar program called the Big Ten Academic Alliance.