The Southwestern Athletic Conference (SWAC) has promoted Andrew Roberts to Associate Commissioner for External Relations and Strategic Partnerships, the league announced Tuesday.
Roberts, who joined the SWAC in January 2019, will now oversee a broad portfolio that includes marketing, corporate sponsorships, media relations, broadcast operations, digital strategy, and event management.
“Mr. Roberts is a valued member of the staff here at the Southwestern Athletic Conference,” Commissioner Charles McClelland said in a statement. “We look forward to the continued progress and growth in the areas in which he oversees.”
The promotion caps a run of high-profile accomplishments for Roberts. In 2024, he received the Charles “Chuck” Prophet Wagon Master Award for distinguished service and was named HBCU Sports Conference Media Relations Director of the Year — an honor he repeated in 2025.
Roberts has played a central role in the launch of SWAC TV, a new streaming platform set to debut this summer with 45 football games. He has also managed broadcast operations in partnership with ESPN and coordinated coverage for league tournaments, media days, and championship events.
Before joining the conference office, Roberts held positions at Texas Southern, Arkansas–Pine Bluff, and Prairie View A&M, where he began his career in 2003 as a student assistant in the sports information office. He has also contributed to national events, including the NCAA Final Four and the Women’s Basketball Tournament.
The SWAC, founded in 1920, comprises 12 historically Black colleges and universities and is headquartered in Birmingham.
