Working in an Ever-Changing Environment

Abstract

Host lost the broadcast rights for University of Kentucky sports in 1980, so he turned his attention to other ventures. He met with the athletic directors of the Southwest Conference (including Frank Broyles and Darrell Royal), and by the end of the meeting, they had asked Host’s company to operate the SWC Radio Network. The SWC Network was a resounding success, but Texas A&M football coach Jackie Sherrill led a successful campaign to end the network, allowing the larger universities in the conference to keep more broadcasting revenue. Host then signed a deal with athletic director DeLoss Dodds to control the broadcast and media rights for the University of Texas, and he rapidly expanded the commercial appeal of Texas athletics. Host continued to work with the NCAA and the NTBA. The NCAA struggled for control of college athletics with the College Football Association, which resulted in the 1984 Supreme Court decision in NCAA v. Board of Regents. The NTBA faced deregulation by the federal government, which resulted in a name change to the National Tour Association, larger membership in the organization, and increased revenue.