James A. Matthews, III

Bio

James A. Matthews, III has distinguished himself as a visionary and transformative leader in his dual role as Director of Athletics and Men's Basketball Head Coach at Southern University at New Orleans (SUNO). Since assuming leadership in 2021, Matthews has spearheaded the full relaunch of SUNO Athletics from the ground up, building a program defined by championship performance, cultural identity, academic achievement, and deep community investment.

Leadership and Vision

Under Matthews' leadership, SUNO Athletics has grown from a dormant program into a nationally recognized department with a clear identity and a rising standard of excellence. Known for his exceptional ability to develop and mentor student-athletes, Matthews fosters both athletic and personal growth through intentional culture-building, strategic programming, and a relentless commitment to putting people first. His forward-thinking approach — from creating the #SUNOKNIGHTLIFE brand identity to launching an internship program that now leads the entire conference — has positioned SUNO Athletics as a model for HBCU program development.

Championing Character and Integrity

Matthews places character at the center of everything the Knights do. SUNO Athletics has earned back-to-back NAIA Champions of Character Gold Five Star Institution distinction — a national recognition that reflects the values Matthews has woven into the fabric of his program. He has served as conference men's basketball committee chair and athletic directors committee secretary, bringing the same standard of fairness, consistency, and integrity to his conference responsibilities that he demands within his own department.

Academic Excellence and Community Service

Matthews' commitment to the whole student-athlete is evident in the classroom and in the community. Forty-two percent of SUNO student-athletes have earned a spot on the conference honor roll with a GPA of 3.0 or higher — a benchmark that has grown each year under his leadership. He partnered with University faculty and staff to create a dedicated athletics academic advisor position, a first for the department. Community service is not optional in his program; it is a structured expectation, with every student-athlete and coach contributing to the New Orleans community as a matter of program identity.

Building Strong Partnerships

Matthews has been instrumental in developing the infrastructure that sustains a growing athletics department. He created SUNO's first-ever sponsorship and advertisement package and worked with community leaders to build local business investment in the program. He contracted a communications consultant to develop the department's marketing and digital presence and launched an internship program in media and content production — a cohort that earned an invitation to work the Black College World Series in 2024-25.

On the Court

As Men's Basketball Head Coach, Matthews guided the Knights to the HBCUAC championship title in 2026, finishing with the program's best overall record since 2014. He has coached the conference Freshman of the Year for three consecutive seasons and simultaneously coached the Player of the Year, Defensive Player of the Year, and Newcomer of the Year in year three — while defeating the conference's top three teams. His recruiting focus on local talent has produced results that have drawn national attention, including home games broadcast on streaming television and matchups against NCAA Division I programs.

Accomplishments

• Program Relaunch: Led the relaunch of SUNO's athletics program in 2021, adding two sports in 2023 and growing student-athlete enrollment from 35 to 120 in three years.
• HBCUAC Championship: Guided the Knights to the conference championship title in 2026 with the program's best overall record since 2014.
• Coaching Honors: Coached the conference Freshman of the Year for three consecutive seasons (2024, 2025, 2026); also coached the Player of the Year, Defensive Player of the Year, and Newcomer of the Year.
• Character Recognition: Earned back-to-back NAIA Champions of Character Gold Five Star Institution designation.
• Academic Achievement: 42 percent of student-athletes named to the conference honor roll with a 3.0 GPA or higher.
• Fundraising and Sponsorships: Developed the department's first-ever sponsorship and advertisement package and secured local business partnerships.
• Staff Development: Hired a SUNO student-athlete alumna to lead the relaunched track and field program; expanded staff to include assistant coaches for women's basketball and volleyball; created the department's first athletics academic advisor position.
• Internship Program: Launched a curriculum-based internship in media and content production, with the 2024-25 cohort earning an invitation to work the Black College World Series.
• Conference Leadership: Served as conference men's basketball committee chair and athletic directors committee secretary for two years; led the creation of the conference basketball schedule.

James A. Matthews, III continues to set the standard for what HBCU athletics leadership can look like — building programs, developing people, and strengthening the community he has called home his entire life.