SWAC TV





ghostwriter said:
😆 no way should two guys do every game in the tournament when you had guys who did baseball throughout the year who saw more than enough teams prior to the tournament

There's enough meat on the bone for everyone to share
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Same can be said for softball where you had 1 person doing the whole tournament without a color person or even a sideline reporter.
 
Fiyah said:
Same can be said for softball where you had 1 person doing the whole tournament without a color person or even a sideline reporter.
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Too many cooks spoil the soup. As long as the person is competent I have no problem with a single person broadcast booth. My only complaint is he talked TOO much about non-essential stuff or repeated the same stuff over and over. It is not radio...folks are watching. Learn the terminology...know the rules...call the call. I am good with that.
 
Herbert77060 said:
Too many cooks spoil the soup. As long as the person is competent I have no problem with a single person broadcast booth. My only complaint is he talked TOO much about non-essential stuff or repeated the same stuff over and over. It is not radio...folks are watching. Learn the terminology...know the rules...call the call. I am good with that.
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That's why you need a color analyst to work along side them. If you want just a single broadcaster then at least alternate broadcasters every other game just to hear a different voice and different personality.
 
Herbert77060 said:
Too many cooks spoil the soup. As long as the person is competent I have no problem with a single person broadcast booth. My only complaint is he talked TOO much about non-essential stuff or repeated the same stuff over and over. It is not radio...folks are watching. Learn the terminology...know the rules...call the call. I am good with that.
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What got to me during the baseball tournament was that the play-by-play guy was often slow or late calling the play and didn't identify the players in the field who were making plays. I'm like, "Don't they give y'all the lineup and the positions before the game?"
 
SWAC announces partnership with Mercurius Media Capital

swac.org

SWAC Announces Partnership with Mercurius Media Capital

The Southwestern Athletic Conference has announced that SWAC TV, the official free broadcast platform of the league has joined Mercurius Media Capital (MMC) as a Strategic Limited Partner, becoming the latest media platform to enter MMC's media-for-equity venture fund.
swac.org swac.org

BIRMINGHAM, Ala.- The Southwestern Athletic Conference has announced that SWAC TV, the official free broadcast platform of the league has joined Mercurius Media Capital (MMC) as a Strategic Limited Partner, becoming the latest media platform to enter MMC's media-for-equity venture fund. This turns SWAC TV’s ad inventory into capital for MMC portfolio companies, helping them scale customer acquisition and brand awareness without drawing down cash reserves or marketing budgets.

This partnership gives MMC access to SWAC's million active alumni, 70,000 current students, and a fanbase that consistently fills stadiums across six states. Its audience is 87% African American, 67% college-educated, and 64% homeowners.

It is also a community that mainstream advertising has historically undervalued. Joining MMC gives SWAC TV access to a portfolio of consumer brands looking to build lasting relationships with that audience, while MMC portfolio companies gain a platform with deep roots and genuine cultural credibility.
 
Got bored and asked Claude to explain the announcement in detail ...

What Was Announced​

The Southwestern Athletic Conference (SWAC) announced that SWAC TV — the conference's official free streaming platform — has joined Mercurius Media Capital (MMC) as a Strategic Limited Partner, making it the latest media platform to enter MMC's media-for-equity venture fund.

Who Are the Parties?​

SWAC / SWAC TV. The SWAC counts over one million active alumni, 70,000 current students, and a fanbase that consistently fills stadiums across six states. Its audience is 87% African American, 67% college-educated, and 64% homeowners — a community that mainstream advertising has historically undervalued.

Mercurius Media Capital (MMC) MMC is the first U.S.-based media-for-equity venture fund, co-founded by Satyan Gajwani and Piyush Puri, who bring over fifteen years of experience and a $3 billion track record in media investments through The Times of India Group. MMC launched in December 2023 with over $200M in media capital commitments.


How the Deal Works​

MMC operates at the intersection of media, capital, and company building. By structuring premium media distribution as growth capital, it gives high-potential companies privileged access to scaled U.S. audiences across television, digital, streaming, and out-of-home — and in return, its media partners participate directly in the long-term value their attention helps create.

In practical terms, for this deal:
  • SWAC TV gains access to a portfolio of consumer brands looking to build lasting relationships with its audience, while MMC portfolio companies gain a platform with deep roots and genuine cultural credibility.
  • The partnership combines SWAC TV's live sports reach and cultural authority with MMC's deal flow and media-for-equity structure.

Why It Matters — The Strategic Logic​

SWAC TV brings something rare: a deeply loyal, culturally specific, and economically underestimated audience. SWAC Commissioner Dr. Charles McClelland stated that the partnership "represents a tremendous opportunity to connect innovative brands with one of the most passionate, loyal, and culturally influential audiences in collegiate athletics."

For MMC's portfolio companies (typically growth-stage consumer startups), this opens a channel to reach Black college audiences at scale — a demographic that has historically been underserved by mainstream advertising but holds significant purchasing power.


Broader Context — MMC's Growing Network​

This is part of MMC's deliberate strategy to build a diverse coalition of media partners. MMC has already deployed nearly $30 million across its portfolio, and its existing media partners include Sinclair Broadcast Group, TelevisaUnivision, and Atmosphere TV, delivering nationwide reach across television, digital, and out-of-home channels. Most recently (April 2026), A+E Global Media — the company behind A&E, Lifetime, and History Channel — also joined as a Strategic Limited Partner.

SWAC TV's addition adds a uniquely powerful HBCU/Black college sports angle to that network that none of those other partners cover.


In short: This is a deal where SWAC TV monetizes its culturally influential audience by becoming an equity-holding partner in MMC's fund, and in return, brands in MMC's portfolio get access to SWAC TV's live sports platform to advertise — without MMC portfolio companies having to pay cash upfront for that advertising.
 
Journalist said:
SWAC announces partnership with Mercurius Media Capital

swac.org

SWAC Announces Partnership with Mercurius Media Capital

The Southwestern Athletic Conference has announced that SWAC TV, the official free broadcast platform of the league has joined Mercurius Media Capital (MMC) as a Strategic Limited Partner, becoming the latest media platform to enter MMC's media-for-equity venture fund.
swac.org swac.org

BIRMINGHAM, Ala.- The Southwestern Athletic Conference has announced that SWAC TV, the official free broadcast platform of the league has joined Mercurius Media Capital (MMC) as a Strategic Limited Partner, becoming the latest media platform to enter MMC's media-for-equity venture fund. This turns SWAC TV’s ad inventory into capital for MMC portfolio companies, helping them scale customer acquisition and brand awareness without drawing down cash reserves or marketing budgets.

This partnership gives MMC access to SWAC's million active alumni, 70,000 current students, and a fanbase that consistently fills stadiums across six states. Its audience is 87% African American, 67% college-educated, and 64% homeowners.

It is also a community that mainstream advertising has historically undervalued. Joining MMC gives SWAC TV access to a portfolio of consumer brands looking to build lasting relationships with that audience, while MMC portfolio companies gain a platform with deep roots and genuine cultural credibility.
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Smart. 👀 We all saw the value increasing and at some juncture would be moved on.

Excellent. This is phase II.
 



Chalk up another win for Charles McClelland and SWAC conferences. I wish we (TSU) could compete in football with this houston market we could dominate this conference. We continue to make bad decisions.
 
It seems this equity deal gives the SWAC access to their portfolio with our unique brand and they get to tap into our unique brand

UEN is still better

 
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