In the summer of 1984, the WWF named Tunney its new figurehead "president" on the company's television programs, replacing Hisashi Shinma. Tunney filled this role for over a decade (while the 1980's "Hulkamania" boom, was at its peak).
The title was ceremonial only to provide an authority figure to announce major decisions on television; his main roles were that of a storyline authority figure, to make matches, arbitrate disputes between wrestlers and announce major decisions or events on television. Still, he was thrown onto television whenever a major decision had to be announced and his hard nosed way of doing things earned him the nickname "The Hammerhead".
As the on-screen President, Tunney "oversaw" many key moments and some of his major television appearances included: suspending André the Giant from competition after he failed to show for a series of matches in 1986. The last being a match in which Andre was supposed to team with Hillbilly Jim against Big John Studd and King Kong Bundy. Bobby "the Brain" Heenan was upset and asked Tunney to suspend him, which he did. Heenan later claimed that Andre was competing as the masked "Giant Machine", and was told by Tunney that if Andre was proven to be one of The Machines, Andre would be suspended for life. Also in 1986, he was seen on Piper's Pit, reading proclamations and giving trophies to Hulk Hogan and André the Giant (for being WWF Heavyweight Champion for three years and attaining a 15-year undefeated streak, respectively). In one of these he unveiled a new Heavyweight Belt, which was said to be long enough for Andre's waist, as requested by his new manager Bobby Heenan. These appearances were part of an angle foreshadowing Andre's heel turn and set up the main event match at WrestleMania III as Hogan's trophy was reportedly bigger than Andre's.
On January 26, 1987, Tunney suspended referee Danny Davis "for life plus ten years" after officiating a match where Davis allowed The Hart Foundation to use illegal double-team maneuvers before defeating the British Bulldogs for the WWF Tag Team Championship. Later in 1987, in response to the kidnapping of the British Bulldogs canine mascot Matilda, Tunney indefinitely suspended The Islanders until Matilda was found. The Islanders, as part of an angle, kidnapped Matilda during a match to heat up their feud.
On February 5, 1988, during another Hulk Hogan versus Andre the Giant match, Dave Hebner was supposed to be the referee, but it turned out that Ted DiBiase had paid off Dave's twin brother, Earl, to screw Hogan out of the title. At one point, Andre had Hogan pinned and, although Hogan had a shoulder up, a three count was recorded anyway. Dave came to the ring and argued with his brother. Andre ended up handing the belt to DiBiase. Tunney stripped "The Million Dollar Man" Ted DiBiase of the WWF Heavyweight Championship after acquiring the title from new champion André the Giant in exchange for a huge financial payoff. Tunney, who also refused to return the title to Hogan by voiding Andre's controversial pinfall win, declared the championship vacant and announced a 14-man tournament to compete for the held-up championship at WrestleMania IV. The WWF Heavyweight Championship tournament was eventually won by "Macho Man" Randy Savage, who defeated DiBiase in the final round. In 1988, Tunney was rarely involved in physical confrontations with wrestlers. One exception was when Bad News Brown confronted Tunney on the set of The Brother Love Show and demanded a WWF title shot against then-champion Savage. When Brown began implying that Tunney and Savage's manager Miss Elizabeth were involved in an affair (suggesting that Miss Elizabeth was "doing favors" for Tunney to protect Savage from sure defeat), Tunney began scolding Brown for making such a claim, poking his finger in his chest to assert his authority. Brown then grabbed Tunney by his necktie and warned him never to touch him again.
In 1989, Jack Tunney banned "Rugged" Ronnie Garvin from refereeing. Garvin was portraying a referee after losing a retirement match to Greg Valentine, but during matches, he would fight with the wrestlers who would not listen to his orders. Despite warnings by Tunney, Garvin punched Valentine during his match against Jimmy Snuka, which led to him being banned from refereeing. In 1990, he reversed The Rockers' shock WWF Tag Title win at an Indiana house show. On February 10, 1990, Jack Tunney officially announced the main event of WrestleMania VI. On February 24, Tunney announced "The Ultimate Challenge" where both the WWF Championship (Hulk Hogan) and Intercontinental Championship (Ultimate Warrior) would be on the line for the first-time ever during the match. On April 15, 1990 on Wrestling Challenge, Tunney announced that the Intercontinental Title was vacant since one man could not defend both titles. Tunney then set up a tournament for the title. Later in 1990, he restricted Demolition to two active members following the 1990 Survivor Series.
In late 1990, Tunney suspended Rick Rude for making some crude remarks about the Big Boss Man's mother for several weeks. Finally, Tunney had had enough and fired him. In February 1991, Tunney named Hulk Hogan as the number one contender for the WWF Heavyweight Title. Hogan would defeat Sgt. Slaughter to win the WWF Heavyweight Title for the third time at WrestleMania VII. Also in 1991, Tunney became embroiled in a feud between the retired Randy "Macho Man" Savage (As a result of his loss to the Ultimate Warrior at Wrestlemania VII) and Jake "the Snake" Roberts. Jake ruined the wedding party of the Macho Man and Miss Elizabeth after SummerSlam 1991. Macho Man petitioned to be reinstated and the public wanted to see Savage get revenge on Roberts, but Tunney released a statement saying that he was taking the matter "under advisement". Savage nearly got involved in Survivor Series 1991, but in the midst of a scuffle in the ring, Roberts allowed a venomous king cobra to bite the arm of Randy Savage while Savage was restrained in the ropes. Tunney prohibited Jake "The Snake" Roberts from bringing his snake to the ring and officially reinstated Savage in time for a match at the Tuesday in Texas pay-per-view. Savage would defeat Roberts at this event and Tunney escorted Roberts from ringside, following the post-match beatdown of Savage and slapping Miss Elizabeth's face. On December 3, 1991, at Tuesday in Texas, Tunney watched the Hulk Hogan-Undertaker heavyweight title match from ringside to ensure a "fair match" with no outside interference. Toward the end of the match, Ric Flair came down and got into an argument with Tunney who was watching the match from ringside. Hogan grabbed a chair and hit Flair in the back with it. Flair fell into Tunney and they both went down. Hogan used the ashes from the Undertaker's urn to blind the Undertaker and rolled him up to win back the WWF Heavyweight Title. In the aftermath, Tunney stripped Hogan of the title and declared that the championship would be filled by the winner of the 1992 Royal Rumble.
On January 25, 1992, at the Royal Rumble, Tunney gave Hogan and Undertaker an advantage in the random draw to determine the order in which wrestlers would enter the ring, promising them numbers between 20 and 30. Ric Flair entered at number three and lasted over an hour to become champion. On the Superstars program following the Royal Rumble, Tunney held a press conference, where he announced that Hogan the number one contender, meaning that he would face Flair for the WWF Championship at WrestleMania VIII. Sid Justice, who was also in attendance and began standing up as if Tunney were about to proclaim him the top contender, was outraged and termed the announcement "the most bogus act Jack Tunney has ever pulled off."
On June 2, 1993, Tunney granted Bret Hart entry into the 1993 King of the Ring tournament without requiring him to win a qualifying match. This was consolation for a result of Hart's controversial loss to Yokozuna at WrestleMania IX. In September 1993, Jack Tunney announced that he was stripping Shawn Michaels of the WWF Intercontinental Championship for not defending the title often enough. In the buildup to SummerSlam 1993, Tunney ruled that Lex Luger couldn't use his forearm in his match against Yokozuna unless he wore a protective pad. The point of contention was a steel plate inside Luger's arm, which opponents claimed was a weapon used to increase the force of his forearm smash finisher; Tunney said the plate was part of Luger's body. At the event, Luger won by countout when he used his forearm to knock Yokozuna out of the ring, and Yokozuna couldn't answer the ten count. As a result, Yokozuna retained the WWF Heavyweight Title. During SummerSlam 1993, Tunney came to the ring and had Howard Finkel announce that Jerry Lawler would be given a lifetime ban if he refused to compete in his scheduled match with Bret Hart. Lawler, however, appeared on crutches (but in his wrestling gear) and claimed that he had been injured in a car accident. He announced that his court jester, Doink the Clown, would wrestle Hart in his place.
On January 22, 1994, before the Royal Rumble match began, commentator Vince McMahon announced that WWF President Jack Tunney had shortened the interval between entrances from the traditional two minutes to ninety seconds due to time constraints. One of his final major appearances came in the aftermath of the Royal Rumble — both Bret "the Hitman" Hart and Lex Luger simultaneously eliminated each other, and two debating referees failed to agree on a winner — Tunney declared Bret Hart and Luger co-"winners" of the 1994 Royal Rumble after it could not be determined whose feet hit the floor first. Modifying a stipulation of the Royal Rumble match's outcome, both men would be granted separate matches versus WWF Heavyweight Champion Yokozuna for the title at WrestleMania X. On the January 23, 1994 WWF Monday Night Raw aired after the Royal Rumble, Tunney declared that a coin toss would determine whether Luger or Hart would get to first wrestle WWF Heavyweight Champion Yokozuna at WrestleMania X for the title. Luger won the coin toss and the right to face Yokozuna first. On June 16, 1994, Tunney made a brief live appearance for the coronation ceremony of the 1994 King of the Ring, Owen Hart. In the summer of 1994, he forced Lawler to apologize to Duke Droese for "demonstrating such a brutal amount of violence".
On July 12, 1995, Tunney left the WWF.
On January 24, 2004, Tunney passed away.