Strategic guidance for athletic departments, conferences, and organizations navigating a rapidly evolving sports landscape — led by three decades of Division I expertise.
Southwest Sports Partners expertly strives to provide its partner clients, sports participants and larger communities with the highest level of strategic athletics consulting services and successful event experiences. Southwest Sports shall work tirelessly, boldly and dependably toward overall excellence through its value-based approach.
We bring hands-on expertise in championship event administration, financial matters, board management, membership governance, media and public relations, and television rights negotiation — delivering measurable results for every partner we serve.
From strategic planning to compliance reviews, we provide expert guidance across every dimension of collegiate and professional athletics.
Strategic guidance to athletic departments, conferences, and organizations on leadership, revenue growth, governance, and long-term positioning in a rapidly evolving sports landscape.
Developing plans that align athletic initiatives with community engagement, tourism, and economic impact, strengthening relationships between sports entities and local stakeholders.
Evaluating institutional adherence to NCAA bylaws — recruiting, academic and eligibility standards, championships, and student-athlete welfare — while assessing inclusion practices for ethical operations.
Leading and advising on hiring processes for key athletic leadership roles, including candidate identification, vetting, and alignment with organizational culture and strategic priorities.
Comprehensive assessments of athletic department operations — finances, staffing, competitiveness, and structure — to identify efficiencies and areas for improvement.
Designing strategies to enhance athletics brand visibility, fan engagement, and revenue through targeted campaigns, sponsorship activation, and innovative promotional efforts.
Managing messaging, media relationships, and crisis communications to protect and elevate an athletic department's public image and narrative.
Advising on media rights strategy, including valuation, packaging, and negotiation of broadcast agreements to maximize exposure and revenue.
Guiding institutions and stakeholders on NIL strategy, education, and compliance, helping athletes and programs navigate opportunities while managing risk.
Providing oversight and strategic advice on recruiting practices, ensuring compliance with governing rules while enhancing competitive positioning and talent acquisition.
We exhibit the highest character and trustworthiness in everything we do.
Our work must be received with the highest level of praise and reputation.
We work together to share ideas and responsibly ensure our successful outcomes.
We demand that our efforts are credibly and critically measured.
We rely on the expert thinking and active participation of those historically excluded.
We seek, embrace and execute new thinking, ideas, and methods.
With an accomplished record in collegiate athletics administration reaching over three decades — including achievements in NCAA Division I conference office operations and high-level NCAA Committee service — Tom Burnett serves as President/CEO of Southwest Sports Partners, LLC.
Burnett brings hands-on and oversight experience in championship event administration, financial matters, board management, membership governance, media and public relations, and television rights negotiation and production. Known as a creative and strategic planner, he has a proven ability to communicate, develop relationships, build consensus, and effectively direct, motivate and develop staff.
He founded Lone Star NIL, LLC, a uniquely-Texan effort to provide statewide educational opportunities in the college name, image and likeness space, and recently authored two books: "NIL for Texas Parents" and "A Parent's Guide to NIL and Revenue Sharing."
Burnett served as commissioner of the Frisco, Texas-based Southland Conference from 2003–2022, becoming the longest tenured leader in the league's six decades of existence. He led the Southland to exponential growth in television coverage and negotiated the league's first multi-million dollar broadcast contract. He also led the successful effort to bring the NCAA Division I Football Championship Games to Frisco's Toyota Stadium — the championship has been held there since 2011.
I'm thrilled that Southwest Sports Partners is enthusiastically entering the athletics consulting space. With their highly-seasoned leader, Tom Burnett, Southwest Sports will indeed enjoy a very strong market position immediately!
Southwest Sports Partners is well-prepared and experienced to provide clients with exceptional service and creative problem-solving. Tom Burnett is a trusted and respected leader in the sports industry. Tom's deep experience in complex event management, media opportunities, strategic planning and governance will serve partners invaluably.
Tom Burnett and his team are uniquely qualified to assist any organization to assess their challenges, survey the landscape and apply innovative solutions. With extensive backgrounds in a wide variety of areas, Southwest Sports Partners is well-positioned to make an immediate impact.
Tom Burnett's newest book, NIL for Texas Parents, is a must-have guide for Texas families navigating the rapidly evolving world of college Name, Image, and Likeness. Drawing on decades of experience in collegiate athletics, Burnett breaks down NIL opportunities, rules, and strategies in plain language — helping parents and student-athletes make informed decisions and maximize their potential in today's college sports landscape.
Now Available at Amazon →The games are being scheduled — but the road trips are not. Tom Burnett examines why major conference programs have quietly stopped playing true road games at mid-major venues, how guarantee games have reshaped the financial model, and what the widening scheduling divide means for the long-term competitive texture of college basketball.
College athletics did not just change — it accelerated. Tom Burnett argues that the confusion Texas families feel is not driven by change alone, but by a lack of structured education for the people most responsible for guiding young athletes. Parents are expected to interpret contracts and weigh financial implications while NIL discussions focus primarily on institutions and athletes. Texas families do not need hype. They need clarity.
Conference realignment continues to reshape the college sports landscape at a rapid pace. Tom Burnett offers an insider's view on where things stand, what's driving the changes, and what thoughtful leadership must do next.
NCAA DI FCS Championship Game
University of Louisiana at Monroe
University of The Incarnate Word
Western Illinois University
Visit McKinney
Awarity Intelligent Digital Advertising
Anklestone by Dr. Zanyk
Section 7 Basketball
Athletic Estate
City of Katy, Texas
Ready to explore how Southwest Sports Partners can help your organization navigate the evolving sports landscape? We'd welcome the opportunity to connect and learn more about your needs.
Tom Burnett, President/CEO
Southwest Sports Partners, LLC