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SWAC announces game changing strategic partnership for SWAC TV
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- SWAC announces game changing strategic partnership for SWAC TV
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The Southwestern Athletic Conference has entered a partnership that could be game-changing for the conference. Per a statement by the SWAC, SWAC TV is joining Mercurius Media Capital as a strategic limited partner , allowing the ad inventory of the free streaming platform owned by the conference to be turned into capital for the companies that work with Mercurius Media Capital.
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SWAC Commissioner Dr. Charles McClelland spoke highly of the new partnership.
"The Southwestern Athletic Conference is extremely excited to partner with Mercurius Media Capital as we continue to expand the reach and impact of SWAC TV. This partnership represents a tremendous opportunity to connect innovative brands with one of the most passionate, loyal, and culturally influential audiences in collegiate athletics. SWAC TV was created to provide our member institutions, student-athletes, and fans with a platform that authentically tells the story of our conference while delivering premier live sports and original content."
He added, "By aligning with MMC, we are further positioning SWAC TV for long-term growth while creating meaningful opportunities that will enhance the visibility and value of the Southwestern Athletic Conference and the communities we proudly represent," added McClelland.
Piyush Puri, a Founding Partner of Mercurius Media Capital, also spoke highly of the new partnership with the SWAC.
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"We look for media partners who have real trust with their audience and the SWAC has built that gravity over a century", said Piyush Puri, Founding Partner, Mercurius Media Capital. By owning their distribution through SWAC TV they have created a premium digital-first sandbox for brands. This partnership allows MMC to give our portfolio companies a direct, authentic pipeline to a massive and loyal audience through live streaming and this is exactly the kind of innovative media asset MMC was built to unlock."
The Southwestern Athletic Conference announced the launch of the free streaming platform SWAC TV during conference media day in July 2025. The launch o f SWAC TV resulted in fewer games being shown on ESPN+ and ESPN Unlimited, as many of the non-national games were broadcast on the conference-owned platform. The conference recently unveiled its Fall Football lineup of games to be broadcast on the platform, featuring 50 match-ups from week one through Thanksgiving Day.
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