SWAC Expands Reach with New Football Scheduling, SWAC TV Surge

SWAC Commissioner Dr. Charles McClelland details conference's strategic pivots, including eliminating non-Division I opponents, expanding NCAA committee representation, and SWAC TV's rapid growth.

Apr. 17, 2026 at 1:39pm

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A fractured, cubist-style painting depicting a SWAC football game, with the action broken down into sharp, overlapping geometric shapes and planes in a vibrant color palette, conveying the dynamic energy and competitive nature of the conference's new scheduling model.The SWAC's strategic shifts, including a new competitive football schedule and the rapid growth of its digital network, are elevating the conference's national profile.Hoover Today

SWAC Commissioner Dr. Charles McClelland discussed several key changes coming to the conference in 2027, including a new football scheduling model that will eliminate non-Division I and non-Division II opponents, the rapid growth of SWAC TV which has logged over 55 million minutes watched in its first eight months, and the conference's expanding footprint within NCAA governance with 33 SWAC administrators currently serving on NCAA committees.

Why it matters

The SWAC's strategic shifts are positioning the conference for long-term success, leveraging new revenue streams from SWAC TV and the NCAA Tournament, while also elevating the profile of SWAC athletics through increased representation on influential NCAA committees and a more competitive football schedule.

The details

McClelland detailed how SWAC TV has exceeded initial projections, logging over 55 million minutes watched, 2.5 million unique viewers, and 580 million impressions in its first eight months. He also explained the conference's plan to have all 2,080 SWAC sporting events available on the platform within 18 months. On the football side, the SWAC has voted to eliminate non-Division I and non-Division II opponents from conference schedules starting in 2027, a move aimed at providing more competitive games for fans. McClelland also highlighted the conference's success in the NCAA Tournament's First Four, generating $10.8 million in unit distributions over the last six years.

  • SWAC TV launched eight months ago.
  • The conference plans to have all 2,080 SWAC sporting events on SWAC TV within 12-18 months.
  • The SWAC has voted to eliminate non-Division I and non-Division II football opponents from conference schedules beginning in the 2027 season.

The players

Dr. Charles McClelland

The commissioner of the Southwestern Athletic Conference (SWAC) who sits on the NCAA Board of Governors' Audit and Finance Committee.

Ashley Robinson

The athletic director of Jackson State University, who represents the SWAC on the NCAA Football Rules Committee.

Quentin Ross

The president of Alabama State University, who serves on the NCAA Division I Board of Directors.

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What they’re saying

“We've had to revise our strategic plan simply because it's taken off a little faster than what we thought it would.”

— Dr. Charles McClelland, SWAC Commissioner

“Yes, this is digital, but this is far from streaming. This is a legitimate television network. The same as ESPN Plus, same as Paramount Plus.”

— Dr. Charles McClelland, SWAC Commissioner

“When you're talking about at the highest level, when dollars are allocated and spent, it has to be approved.”

— Dr. Charles McClelland, SWAC Commissioner

What’s next

The SWAC plans to launch a FAST channel on platforms like Roku and Pluto TV within the next three years, with a full cable network as the long-term goal for SWAC TV.

The takeaway

The SWAC's strategic pivots, including the rapid growth of SWAC TV, the conference's increased representation on influential NCAA committees, and the new competitive football scheduling model, are positioning the SWAC for long-term success and elevating the profile of its athletics programs.