Why Jack Swarbrick sees ‘validation’ in the focus on Notre Dame amid latest conference realignment chaos
Notre Dame athletics director Jack Swarbrick finds an odd delight in observing the college sports world’s dizzying speculation of his school’s next move.
The industry’s latest tectonic plate shift — UCLA and USC’s June 30 bolt for the Big Ten — set off widespread curiosity around how the Irish might react to it. They have unique leverage in plotting their next move, if they make one at all. Everyone is waiting with bated breath to see if Notre Dame flinches.
Swarbrick admits that, yes, it’s nice to be wanted and in a position of power. Gratifying, even, in the context of how his athletic department was perceived when he took over in 2008.
“When I started this job, and I don’t say this to take any credit for it, all the commentary was, ‘Were we relevant anymore?’” Swarbrick said Wednesday in a Q&A with vice president of University relations Lou Nanni. “This year, no one is asking that question. I think all of this dynamic has just re-enforced that a lot of the decisions made over the years have placed Notre Dame in a very good position.”
A position to set its own pace for digesting all of college sports’ recent changes. Not necessarily a position where the school can drown out the noise, though.
At a minimum, the further consolidation of power into the Big Ten and SEC — and the former now becoming a coast-to-coast conference — ought to make Notre Dame map out scenario where it joins a conference. There are breaking points in the independence model. And Notre Dame might be closer to at least one of those than it was before the Big Ten expanded. But not close enough to lose its leverage as the most coveted realignment piece left.
“I don’t know if we’re stronger, but it certainly has felt like a validation of our decision to be independent,” Swarbrick said. “So much of the commentary, so many of the stories have been, ‘What will Notre Dame do?’ or discussing Notre Dame’s significance and the importance if we made a decision to do one thing or another.”
Notre Dame holds the power. What might force its hand? Swarbrick confirmed the three factors in the independence calculus remain a broadcast partner, access to the college football championship and a home for non-football sports. The TV contract is at the forefront with the Big Ten and SEC potentially pushing $100 million in annual distributions to members in their respective upcoming new media rights deals.
“Do we have a committed broadcast partner who not only will carry our home games nationally, but compensate us for our media rights in a way that allows us to be competitive?” Swarbrick said. “It starts with the question of a media partner.”
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Notre Dame’s contract with NBC runs through 2025. The Irish are reportedly seeking a massive bump from their current deal, which pays an average of $15 million over 10 years but will net the university more than $20 million this coming year. The only way they don’t net a hefty raise is if media partners suddenly find Notre Dame football broadcasts unappealing. That’s as likely as Brian Kelly winning Dancing With The Stars.
But how high will their TV revenue go from the current number? That’s for Notre Dame to find out as it negotiates its next deal between now and 2025. The next College Football Playoff format should be completed in that time frame.
The playoff’s contract runs through 2025 as well. A 12-team proposal that Swarbrick helped design was crumpled up and discarded last summer just before the finish line. Approval of it would have taken out the uncertainty. Now, it’s back to the drawing board.
“Do we as an independent retain adequate access?” Swarbrick said. “I think we’ve proved conclusively in the past eight years that we’ve had it. Both those things will play out over time. I can’t predict how much time.”
Swarbrick guessed the playoff format will be finalized in one or two years, likely before Notre Dame learns its best-case revenue from a new TV contract. It will monitor the future of the ACC in the meantime and its viability as a home for Olympic sports.
“The ACC has been a great partner for us in that regard,” Swarbrick said. “I’d like to make progress on the schedule front. It’s so hard for our kids to travel the way they do.
“When you’re going to Tallahassee and you start with a bus trip to Midway [Airport], then you connect once along the way before you get there, and then you’re on a bus trying to get to campus, it’s probably 18, 16 hours you’ve been travelling. That’s tough to be a pre-med major or finance major and do that. We’re always looking for ways to make the scheduling easier. But it’s media, CFP and our Olympic sports.”
Notre Dame is content to wait and see if one of those changes. It won’t mind the attention.
