By Malcolm Butler
Ronny Walker is a fan.
As Louisiana Tech prepares to officially join the Sun Belt Conference on July 1, the Ruston mayor believes the move will provide significant benefits not only for the university but also for the city, local businesses and Bulldog fans.
Walker said the return to a more regional conference footprint should increase visitor traffic, generate additional sales and lodging tax revenue, reignite longtime rivalries and make it easier for Louisiana Tech supporters to follow their teams on the road.
“Six home football games that bring a lot of folks to our city, which means sales tax, lodging tax,” Walker said. “That is the economic driver of our city.”
Louisiana Tech announced in July that it had accepted an invitation to join the Sun Belt Conference beginning with the 2026-27 academic year. The move reunites the Bulldogs with several familiar regional opponents, including ULM, UL-Lafayette, Arkansas State, and Southern Miss, while significantly reducing travel demands for athletic teams and fans alike.
For Walker, one of the most appealing aspects of the move is the return of conference games that are within driving distance for Ruston residents.
“I can remember back 30 years ago driving to other schools within driving distance for games,” Walker said. “Now, it’s kind of tough to drive to Delaware and everywhere else. So now we’ve got all of those regional matchups coming back.”
The move restores conference competition with several schools that Louisiana Tech fans are familiar with and should make it easier for Bulldog supporters to attend road games throughout the region. Likewise, more visiting fans are expected to travel to Ruston for conference contests, providing a boost for local restaurants, hotels and retailers.
Walker noted that the benefits extend beyond the six home football games Louisiana Tech will host each season.
“Not only six home games, but also many road games within driving distance,” Walker said.
The return of regional rivalries is expected to create additional excitement among fans, particularly for matchups involving ULM, UL-Lafayette, Arkansas State, and Southern Miss. Those contests are likely to draw strong attendance from both fan bases while bringing additional visitors into Ruston.
Walker, who previously owned businesses in Ruston before selling it, said he witnessed firsthand how Louisiana Tech athletics can affect local commerce.
The Bulldogs are scheduled to host UL-Lafayette, Arkansas State, Southern Miss and Old Dominion in Sun Belt play while also hosting Northwestern State and Army in non-conference match-ups.
“From a guy that used to own a business in Ruston — Fan Base — and knowing what my sales went to when we went to a Tuesday night or Thursday night game versus a Saturday,” Walker said, “I can promise you the merchants in Ruston and the surrounding areas will be happy.”
Louisiana Tech athletics has long served as a major economic engine for Ruston, particularly during football season when thousands of visitors travel to the city for games, dining and overnight stays.
While the long-term effects of the move will take time to measure, Walker believes the benefits are already evident.
The combination of increased economic activity, renewed regional rivalries, improved travel opportunities for fans and a better experience for student-athletes has created excitement throughout the community as Louisiana Tech prepares for its new conference home.
For Walker, the equation is simple: more nearby opponents means more visiting fans, more local spending and more opportunities to showcase Ruston.
As Louisiana Tech officially enters the Sun Belt next month, Walker is confident the move will strengthen both the university and the community that surrounds it.
“I can promise you the merchants in Ruston and the surrounding areas will be happy,” Walker said.
