The Sun Belt Conference Basketball Tournament tips off March 3 at the Pensacola Bay Center, and if you think you know who’s going to win it, think again. With four men’s teams tied atop the conference standings and three more just one game back, this year’s field could produce the kind of chaos that makes March basketball a must-see event.
- That was the takeaway from my conversation with Pensacola Sports CEO Ray Palmer on the latest episode of We Don’t Color on the Dog — and it was one of Ray’s final previews in his role as CEO, making the conversation a little more meaningful than usual.
Every Game a Must-Win
“They’re all one-and-done in this conference,” Palmer said of the Sun Belt teams. “They’re playing for March Madness because there’s only one going to get in out of the Sun Belt Conference this year. The women may get two, but the men are only going to get one. So every game matters. That makes the games mean more, makes the kids play a little bit harder—or should—and makes for a great environment.”
With South Alabama and Troy among the top four seeds, local fans have extra reason to tune in. Both programs are within easy driving distance, meaning the Bay Center stands to have a genuine home-crowd feel.
A Format Built to Reward the Best Teams
One of the more underappreciated storylines heading into the tournament is the Sun Belt’s deliberate restructuring of its bracket format, which drew criticism when it was first introduced but has since earned the conference significant respect across college basketball.
- “They took their higher seeds and moved them later into the week,” Palmer explained. “The thought process was, if we give our highest seed the best team throughout the season, let’s reward them by not having to play as many games, so many opportunities to be upset. And hopefully, we get to put our best foot forward into March Madness. Somewhat controversial, but ultimately, other conferences are now copying them.”
More Than a Basketball Tournament
What makes the Sun Belt Tournament special in Pensacola goes well beyond the games themselves. The conference brings education days for high school seniors, giving local students face-to-face access to college admissions offices from schools across the conference.
- “They’re not just coming in and going, ‘Oh yeah, here we are. What are you doing for us?’” Palmer said. “They’re putting back in our community. It’s amazing.”
Marshall University’s green-clad fans are expected to take over pockets of downtown again, while Louisiana’s passionate following is always one of the tournament’s most entertaining sideshows. Don’t be surprised if you walk in rooting for nobody and walk out with a favorite team by halftime.
Ray Palmer’s Lasting Legacy
For Palmer, this tournament carries extra weight. After years of building Pensacola Sports into a nationally recognized host for championship events—from the Sun Belt Tournament to SEC women’s basketball and NAIA soccer—he’s stepping down as CEO. The organization recently surprised him with an award in his honor at its annual banquet, something that clearly caught him off guard.
- “I don’t think your organization is supposed to create an award to give to yourself,” Palmer laughed. “But I couldn’t have been more honored.”
That humility has defined his tenure. And what better way to close it out than one more wide-open Sunbelt Tournament at the Bay Center.
Tickets are available at Ticketmaster or through Visit Pensacola. Games are sold in two-session increments, with the exception of Championship Monday. If you’re having trouble navigating the ticketing system online, Palmer recommends going directly to the Bay Center box office for personalized help.
