Commissioner Tim Pernetti cited the university's rapid brand growth and culture of innovation as primary drivers for the move. The decision followed a rigorous evaluation process that weighed academic alignment, financial sustainability, and media value. By integrating the Harrisonburg-based institution, the conference aims to enhance its existing media platform while securing a significant financial and commercial commitment from the new member.

This expansion bolsters the American's footprint across the Washington, D.C. corridor and surrounding regions. The transition is designed to protect the interests of current members, with officials noting that the addition will ultimately increase distribution values for the league. James Madison currently maintains a reputation for strong fan engagement and competitive performance, attributes that league leadership expects will solidify the conference's long-term trajectory.