Game Changers: Conference Realignment and the Evolving Role of the Senior Woman Administrator

Conference realignment is one of the main topics of conversation in college athletics this year. With Texas and Oklahoma moving to the Southeastern Conference (SEC), the Big 12 picking up four new schools (three from the American Athletic Conference), and the Pac-12 drama (featuring the Big Ten), there is so much to discuss.

There’s enough movement outlined above for at least three dissertations, likely more. And that doesn’t even scratch the surface of what’s happening outside of the Power 5.

We’ve heard generally that these moves are driven by TV revenue dollars and considerations for one sport – football. We’ve also heard firsthand accounts from Pac-12, non-football student-athletes who aren’t thrilled about having to travel from coast-to-coast just to compete in a conference matchup.

We know that media conglomerates are not concerned about the whole of college athletics (and why should they be? Their job is to increase revenue streams). However, we need to confirm that university presidents and college athletic administrators are focused on ensuring that college athletics, and more importantly, the student-athlete experience, survives these seismic shifts.

As my doctoral research focused on the experiences of Senior Woman Administrators (SWAs), you won’t find it surprising that I’m interested to know how these realignments are impacting SWAs on a broader level – for better or worse.

I asked ChatGPT how realignment impacts women serving as SWA at DI schools. Here’s what it said (in italics) along with my thoughts (in bold).

Here are five ways conference realignment has influenced the SWA role:

1. Increased Visibility and Influence: Power 5 schools often have more resources and media exposure. As a result, SWAs at these institutions have a higher profile and may have more influence within the athletic department. They are involved in decisions related to conference realignment, ensuring that women's sports receive fair consideration during these transitions.

This is mostly accurate. Because of resources and visibility, SWAs at Power 5 institutions generally do have a higher profile. They should, in theory, be involved with decision-making as it relates to conference realignment because their SWA designation ensures they are a part of conference and national governing conversations. 

So when schools like UCF, Houston, BYU, and Cincinnati move to the Big 12, their SWAs should elevate to a higher profile by way of the school elevating to a higher profile (e.g. from a Group of 5 to Power 5 conference status).

But what of SWAs serving at Pac-12 schools, who were already at Power 5 status, moving to the Big Ten Conference? Questions we need to consider in this area: 

• Does adding more schools to a conference dilute the exclusivity of the Power 5? 

• More schools in a conference means more SWAs (and Athletic Directors and Faculty Athletic Representatives) are involved in decision-making processes. How can we confidently suggest that an SWA from Oregon and an SWA from Maryland will be addressing the same needs for athletes on either coast? 

• At what point will it feel like too many cooks in the kitchen? 

2. Enhanced Compliance Challenges: Conference realignment can lead to changes in NCAA regulations, such as shifting rules and compliance requirements. SWAs at Power 5 schools need to stay updated and ensure their institutions remain compliant with these evolving regulations, which can be more complex due to the larger and more competitive conferences.

This is accurate. The larger the conferences become, the more complex decision-making becomes for those in power. While SWAs are not the sole decision-makers on their campus, they do need to stay updated on the seemingly ever-changing landscape of college athletics.

3. Financial Implications: Realignment often involves substantial financial transactions, such as buyouts, revenue sharing agreements, and renegotiation of media contracts. SWAs may be involved in decisions regarding the allocation of these funds, ensuring that women's sports programs receive their fair share to maintain competitiveness.

4. Gender Equity: SWAs play a critical role in advocating for gender equity in college athletics. Conference realignment can impact gender equity by changing the composition of conferences, which in turn affects the resources available for women's sports. SWAs must be vigilant in maintaining and improving gender equity during these transitions.

Lumping these together: again, mostly accurate. SWAs should be involved in decisions regarding the allocation of funds for ALL* sports – not just women’s. A common misconception is that SWAs only oversee women’s sports and Title IX compliance. This is not the case. The SWA designation solely labels that woman as the highest-ranking woman in the athletic department. SWA responsibilities vary from school to school, although many do tend to involve gender equity. 

5. Leadership Opportunities: With the changing landscape of college athletics due to realignment, SWAs at Power 5 schools may have opportunities for increased leadership and decision-making roles. They can become integral in shaping the future of the athletic department and ensuring that the interests of female student-athletes are well-represented.

This remains to be seen but is a real possibility. Again, women serving as SWA can be integral in shaping the the future of college athletics and ensuring the interests of all* athletes are well-represented. 

In summary, Power 5 conference realignment has brought about both challenges and opportunities for Senior Woman Administrators. They play a crucial role in maintaining gender equity, compliance, and advocating for women's sports during these transitions. Their visibility and influence within their institutions have increased, making them key figures in shaping the future of college athletics — whatever that turns out to be.

Overall, I thought ChatGPT brought up interesting points. They were not as in-depth as I would have preferred, but the fact that they weren’t indicates that humans have not done enough research in this space yet. Since AI pulls from existing resources, we know that not much exists on women serving as SWA – and little to nothing has been observed regarding how conference realignment will impact women serving in the designation. 

Conference realignment will likely present more consequences than what we can even comprehend right now. We’re actively looking at consequences like student-athlete mental health, increase in spending for travel, and more, but what aren’t we considering? The impact of these changes on women serving as SWAs reflects the larger challenge at hand: ensuring equity for women’s collegiate sports. 

With every challenge comes an opportunity for evolution, and realignment can give SWAs – and any other senior administrator in college athletics – an opportunity to help ensure that student-athlete welfare remains at the forefront of college athletics.