If God made the world in seven days, He spent the eighth day in his two-car garage, sipping on a cold one, listening to Merle Haggard, and dreaming up the Southeastern Conference.

South of the Mason-Dixon line, everyone knows Paul Finebaum. And after a popular 2012 profile in the New Yorker, a spot at ESPN’s College GameDay desk, and a contract to be the face of ESPN’s SEC Network, the rest of the country has finally been introduced to the Mouth of the South : the Memphis-born radio-talk-show host with a habit of saying whatever he thinks-and letting his callers say whatever they think, too.

In My Conference Can Beat Your Conference, Finebaum chronicles the rise of the SEC and his own improbable path toward being the Oprah of college football, as he was dubbed by the Wall Street Journal in 2013. And it doesn’t matter whether fans love or hate him-they tune in regardless. Finebaum’s opinions matter. He’s condemned coaches to the gallows of lesser programs, helped elect governors, and prophesied victories. With My Conference Can Beat Your Conference, fans and enemies of Paul Finebaum will be given an all-access pass to the powerhouse teams and passionate fan bases of the country’s most legendary conference, plus a behind-the-scenes look into an incredible 2013 Iron Bowl.

SEC! SEC! SEC!