Within the next week, the Sunbelt Conference has a very difficult decision to make. The conference is expected to publish its 2022 football schedule soon which might draw a legal response from a wounded competitor in Conference USA.
The Sunbelt Conference has recently added three prestigious universities away from Conference USA by no later than July 1, 2023. The new teams will help to build-out the conference to 14 football playing members. By doing so, the Sunbelt has smartly devised a more fan-friendly geographic configuration along with a superior television package than Conference USA has to offer.
Conference USA will lose three member schools (Marshall University, Southern Mississippi, and Old Dominion) to the expanding Sunbelt Conference. In addition, six other C-USA members (UAB, Charlotte, Florida Atlantic, North Texas, Rice, and UTSA) have announced their intentions to vamoose and join the American Athletic Conference (AAC) at some point soon, too.
With 14 member schools right now, the current C-USA roster will dwindle to just five holdovers in Louisiana Tech, UTEP, Middle Tennessee, Florida International, and Western Kentucky.
To say that Conference USA isn’t happy right now would be a gross understatement.
Let’s now examine how this happened.
For decades, the so-called Power 5 Conferences (SEC, Big Ten, ACC, Big 12, and Pac-12) have dominated the television media. Though some universities (such as the University of Houston and Memphis, for example) have tried for years to gain admittance into one of those leagues, they were blocked and forced to form their own mid-level alliances and conferences.
Conference USA’s football members have been around since 1996. The Sunbelt Conference started adding football for member schools beginning in 2001, while the current version of the American Athletic Conference (AAC) began football operations in 2013.
The initial idea for Conference USA was to group colleges located in larger metropolitan areas (New Orleans, Houston, San Antonio, and Miami, for example) in an effort to secure a financially attractive cable television package.
Alas, these same cities within the conference were rather far flung geographically. This made for higher than expected travel costs for the athletics programs and limited opportunities for fans to travel to some of the more distant conference destinations.
Meanwhile, the earlier years of the Sunbelt Conference saw the league take-on members which were outside of their primary geographic southern footprint. Former conference members included the University of Idaho, Utah State, and New Mexico State. In recent years, though, the Sunbelt’s membership has realigned with most schools located along or near the I-10 and I-20 southern corridors. Differently from C-USA, most of the Sunbelt Conference teams are located in cities which are outside of the Top 50 US television markets.
With regard to the recent developments seeing the exit of three Conference USA teams into an expanded Sunbelt Conference, the two “T” words – television and travel – became the primary reason why these schools have chosen to make the move.
In early November, 2021, Marshall University held a gathering to announce moving from Conference USA to the Sunbelt Conference effective no later than June 30, 2023. During this half-hour live-streamed event, Marshall University’s academic and athletics departments were quite excited about making the move to the Sunbelt Conference.
After watching the entire press conference, a few things really stood out.
It was hinted that the new Sunbelt Conference will be dividing into an Eastern and Western alignment as part of the expansion to 14 teams. With Marshall being one of the northern-most schools, the Thundering Herd athletics department will s...