What we learned from Tim Pernetti at American Football Media Day

1. A New Identity: The American, Built to Rise

Pernetti officially announced the rebrand to simply "The American"—retiring "American Athletic Conference" and the "AAC" acronym. The refreshed brand centers on three core values: Innovation, Grit, and Service, and a new rallying cry: Built to Rise. Early media results included over 1,600 mentions and nearly $10 million in earned advertising value.

2. Taking a Stand on the CFP Format

Pernetti made the league’s stance on the College Football Playoff crystal clear: "Earn it on the field." The American supports a model that preserves access for the five highest-ranked conference champions without automatic guarantees for specific leagues. “Let’s not send a terrible message that some opportunities matter more than others,” Pernetti said.

3. Revenue Sharing & NIL: Embracing Modernization

The American is opting into the House Settlement revenue-sharing model, signaling its commitment to student-athlete investment. Pernetti emphasized the need to avoid labeling compensated players as "professional" and instead focus on protecting opportunities across all sports, not just the top 2%.

4. Transfer Portal Reform

In one of his most direct moments, Pernetti called for serious reform of the transfer portal, especially in the postseason window. Using a 2023 bowl cancellation as an example, he argued the current structure threatens culture, commitment, and roster continuity. He supports one free transfer but suggests subsequent moves should require a sit-out year.

5. Pushing for Unified Media Rights

Pernetti floated the bold idea of consolidating FBS media rights to drive up revenue—similar to professional leagues. While acknowledging legal hurdles, he believes unified efforts could triple revenue and build a more sustainable business model.

6. Expansion? Only If It Adds Value

With realignment ongoing, Pernetti said The American won’t add schools just for numbers. Any future expansion must increase value, align with league principles, and avoid financial dilution.