SWAC Partners With Gray Media to Broadcast Games
The Southwestern Athletic Conference will air athletic events for free over the air through a new media collaboration.
Updated on Oct. 20, 2026 in Basketball
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The Southwestern Athletic Conference has entered a partnership with Triple B Media and Gray Media to simulcast athletic events free over the air. The collaboration leverages local Gray Media stations to broadcast games alongside the existing SWAC TV FAST channel.
Why it matters
The deal aims to provide fans with greater access to collegiate athletic content across the nation. By utilizing local broadcast distribution, the agreement expands the reach of SWAC sporting events beyond digital platforms.
The Southwestern Athletic Conference comprises 12 member institutions and supports 18 conference-sponsored sports. The agreement covers games across football, basketball, and soccer.
The players
Southwestern Athletic Conference
The Southwestern Athletic Conference is a collegiate athletic conference consisting of historically black colleges and universities that competes in the NCAA Division I.
Gray Media
Gray Media is a television broadcasting company that owns and operates numerous local television stations and digital platforms across the United States.
Triple B Media
Triple B Media is a media entity focused on content distribution and digital broadcasting partnerships.
The details
Gray Media stations in markets like Huntsville, Montgomery, and Jackson will simulcast games to local audiences. This initiative is supported by Gray Media's minority interest in Triple B Media, facilitating a wider distribution network for the conference's content.
Timeline
October 20, 2026: The partnership collaboration was officially announced.
Season Trajectory
This partnership shifts the season trajectory by increasing the visibility of SWAC athletic programs for home viewers. It marks a departure from purely digital streaming models by integrating over-the-air broadcast availability into the conference's distribution strategy.
Fans in markets such as Huntsville, Montgomery, and Jackson will now have free access to games previously confined to digital platforms. This distribution change expands viewing options for football, basketball, and soccer without requiring a subscription service.
The takeaway
This collaboration highlights the enduring value of local broadcast television for community-based sports coverage. Viewers should check their local television listings to identify which specific Gray Media stations will carry upcoming conference games.
Further reading
Learn more about the evolving landscape of college athletics in the United States Basketball section.
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