Could JMU’s athletic programs move to the American Conference? After a Friday morning report from On3’s Brett McMurphy, that’s the scuttlebutt.

But is the report meaningful as it pertains to JMU? I’m skeptical.

The report reads, “Miami (Ohio), James Madison and UConn have contacted the American Conference about joining the league, multiple sources told On3’s Brett McMurphy and Pete Nakos.”

The article has almost no specifics relating to JMU, other than that the Dukes have contacted the American about becoming all-sports members. It includes a boilerplate statement from JMU’s Matt Roan that is making the rounds across media outlets, which essentially says JMU evaluates all opportunities that could enhance the athletic department. Well, duh.

As friend of the program, Chase Kiddy, points out on social media platform X, that’s not groundbreaking news. And for what it’s worth, JMU’s swimming and diving and lacrosse teams are already American members. There’s going to be regular dialogue between the school and the conference.

“JMU has talked to the American. Yes. Sure,” Kiddy wrote on X.

“I can also tell you with a high degree of confidence they have talked to other leagues, too, including probably some ones that would shock you. The job of ADs and executives is to talk to people and feel stuff out.

“Maybe something will come of it. Maybe not. But if you’re proactively doing your job, you’re talking to people. And if we know one thing about JMU these days, it’s that the current administration is pretty aggressive about growing, expanding, upgrading, moving up — in Athletics and beyond.

“So this really not a terribly interesting scoop, on its own, if you think about it.”

Chase is correct.

UConn’s AD also quote-tweeted McMurphy’s report and said, “Would be nice to be contacted about these kind of reports. Wasn’t aware of this.” He later told The Athletic that UConn has had casual conversations with the league for years. The Huskies only want to join the American for football, per reports.

The Athletic also reported that nothing is imminent with membership changes, and JMU, Miami Ohio, and UConn are not the only schools to speak with the conference.

Much of the On3 story actually focuses on Miami Ohio’s desperation to join the American instead of the MAC, offering between $30 and $40 million to enter. The American then later issues a statement saying they aren’t actively pursuing new members.

As Chase points out in his social media thread, it seems likely the American Conference was involved in the leak. There’s PR benefit to making it seem like your conference is so strong at the G6 level that you just turned down a College Football Playoff team and a MAC power.

And based on how much Miami Ohio information was included in the article — surely their fans will like knowing the MAC program is actively looking to move up and willing to pay to do so — it seems likely a Miami Ohio source or two was also involved in the story.

JMU and UConn seem to be included largely included in this report because of their brand strength. It makes the story more clickable when JMU (a recent CFP participant) and UConn (a big brand with elite basketball history) are mentioned. 

Miami Ohio desperately wants to be in the American. JMU and UConn have no such desperation.

In fairness to On3, JMU moving to the American is a possibility. Just like JMU moving to a new-look Pac-12 or even a revamped ACC could be possible in the coming years. When media rights deals expire around 2030, another round of conference realignment is expected. The Dukes, like every other school, want to maximize how much money they bring in from media rights payouts. They also want to boost their national profile, and the American plays better basketball and has stronger football brands — at least currently.

JMU is doing its due diligence before an upcoming round of realignment. Because of the football team’s recent on-field success, JMU is operating from a position of strength in the Group of 6. The Dukes are also pouring funds into the men’s basketball program and expect a nice run of seasons before 2030.

If the Sun Belt’s media rights payouts and College Football Playoff opportunities continue to lag behind other conferences, it’s no surprise the Dukes might try to leave. The same is true for other strong brands in the league, like Marshall and App State. If JMU keeps winning and stays nationally relevant at the G6 level, the Dukes are an enticing pickup in coming seasons.

Just like a player entering the portal to see what’s out there, there’s no downside to Roan and JMU speaking with other conferences. That doesn’t mean an American Conference move is guaranteed.

JMU might have some American Conference interest. The conference likely has interest, too.

But don’t mistake a story about Miami Ohio as a smoking gun that JMU is a lock to join the American. 

Photo courtesy of JMU Athletics Communications