IRVING, Texas —The American Conference and LLH Healthcare today announced their expanded partnership that will continue LLH’s relationship with the conference through the 2026 American Men’s and Women’s Basketball Championships, March 10-15 at Legacy Arena in Birmingham, Alabama.
 
The expanded partnership builds on LLH Healthcare’s role as title partner of the 2025 American Football Championship, and reflects the growing relationship between the two organizations across the American’s championship platforms. As part of the 2026 American Men’s and Women’s Basketball Championships, the conference and LLH will spotlight a shared commitment to community impact by integrating support for Children’s of Alabama (Children’s). Children’s is the only health system in Alabama dedicated solely to the care and treatment of children. It is a private, not-for-profit medical center that serves as the teaching hospital for the University of Alabama at Birmingham (UAB) pediatric medicine, surgery, psychiatry, research and residency programs.


“Service is a pillar of the American Conference, and we are proud to continue growing our partnership with LLH Healthcare in a way that creates meaningful impact beyond our basketball tournament,” Commissioner Tim Pernetti said. “This relationship is special because of alignment. LLH Healthcare and the American are committed to using our championship week as a platform to serve others. The integration of Children’s of Alabama throughout the tournament is a blueprint for an innovative relationship designed to serve others in the Birmingham community.”
 
Throughout the week, the American and LLH will work together to support Children’s through a series of coordinated activations tied to the championships. That effort began on Monday, March 9, with a hospital visit featuring student-athletes participating in the men’s and women’s basketball championships, along with conference and company representatives. The support will continue on Tuesday, March 10, at the tournament Tip-Off Dinner presented by LLH Healthcare, where a silent auction will help generate additional funds and awareness. The weeklong initiative will culminate on Saturday, March 14, with an on-court check presentation during the championships in recognition of a $10,000 donation and proceeds raised during tournament events.
 
“We’re honored to partner with the American Conference and the Birmingham community to support the incredible work being done at Children’s of Alabama,” said Zach Rogers, CEO of LLH Healthcare. “Events like the American Conference Championships bring people together, and we’re proud to use this moment to help make a difference for children and families who rely on this hospital every day.”
 
The partnership was executed through American RISE Ventures, the conference’s commercial business division launched in May 2025 to lead revenue generation, sponsorship strategy, media rights, brand partnerships, technology and emerging business opportunities. In its first 10 months, RISE has helped more than double the conference’s revenue from the previous year, establishing strong momentum as the American continues to build a more modern and diversified commercial strategy. The continued expansion of the conference’s relationship with LLH Healthcare across football and basketball is another example of the type of strategic partnership RISE was created to deliver.
 
“This partnership reflects the kind of work RISE was built to do,” said Bryan Calka, chief commercial officer of American RISE Ventures. “LLH has become a valued partner because this relationship goes beyond traditional visibility. It connects business goals, championship platforms and community impact in a way that benefits our member institutions, our student-athletes and the city hosting our tournament. Expanding this relationship while also incorporating meaningful support for Children’s of Alabama makes this especially significant.”
 
Children’s will also be recognized throughout the championships through videoboard and ribbonboard features, an in-game donation prompt and the on-court presentation during championship week.
 
Partnership Highlights

• Continued partnership: LLH Healthcare expands its relationship with the American after serving as title partner of the 2025 American Football Championship.
• Official designation: LLH Healthcare will serve as the official and exclusive employee benefits partner of the American Conference.
• Children’s of Alabama integration: Tournament week support will include a Monday, March 9, hospital visit, Tuesday, March 10, Tip-Off Dinner activation and a Saturday on-court check presentation tied to a $10,000 donation and silent auction proceeds.
• Tournament visibility: LLH will receive courtside LED signage, ribbonboard signage, LED stanchion signage and videoboard features throughout the championships.
• Broadcast integration: Tournament activations will include Basketball Shuffle presented by LLH, instant replay wipes and an ESPN+ first-half highlights feature presented by LLH.

 
About American Conference
The American Conference is a member of the National Collegiate Athletic Association (NCAA). The league was founded in 1979, reconstituted in 2013 as the American Athletic Conference, and rebranded “American Conference” in 2025.
With the conference office in Irving, Texas, the American is comprised of the following institutions: University of Alabama at Birmingham, United States Military Academy West Point (Army - in football only), University of North Carolina at Charlotte, East Carolina University, Florida Atlantic University, University of Memphis, United States Naval Academy (Navy - in football only), University of North Texas, Rice University, University of South Florida, Temple University, University of Texas at San Antonio, Tulane University, University of Tulsa and Wichita State University (basketball and Olympic sports). Under the leadership of Commissioner Tim Pernetti, the American sponsors 20 sports (nine for men and 11 for women); is a member of the College Football Playoff (CFP); has television partnerships with ESPN and CBS Sports; in the spring of 2019, signed a foundational television agreement with ESPN that commenced in 2020-21and extends through the 2033-34 academic year. For more information, please visit www.TheAmerican.org.
 
About LLH Healthcare
Founded in 2019, LLH Healthcare is where workplace champions choose care. Our mission is to empower individuals and families to take charge of their health through proactive, preventative care. LLH Healthcare delivers smarter, more inclusive benefits designed to support total wellbeing, physically, emotionally, and financially. Our comprehensive plans include 24/7 telemedicine access, prescription coverage, virtual mental health support, and healthy lifestyle coaching to help members build sustainable habits that enhance performance and quality of life.
With household-wide coverage, hospital indemnity benefits, and wellbeing tools that reward prevention, LLH Healthcare helps employers, universities, and organizations reinvest in their people. Together, we’re helping today’s champions live life healthy. Learn how at LiveLifeHealthy.com.
 
About Children’s of Alabama
Since 1911, Children’s of Alabama has provided specialized medical care for ill and injured children. Ranked among the best children’s hospitals in the nation by U.S. News & World Report, Children’s serves patients from every county in Alabama and nearly every state. With more than 3.5 million square feet, it is one of the largest pediatric medical facilities in the United States. Children’s offers inpatient and outpatient services at its Russell Campus on Birmingham’s historic Southside with additional specialty services provided at Children’s South, Children’s on 3rd and in Huntsville and Montgomery. Primary medical care is provided in more than a dozen communities across central Alabama. Children’s is the only health system in Alabama dedicated solely to the care and treatment of children. It is a private, not-for-profit medical center that serves as the teaching hospital for the University of Alabama at Birmingham (UAB) pediatric medicine, surgery, psychiatry, research and residency programs. The medical staff consists of UAB faculty and Children’s full-time physicians as well as private practicing community physicians.