It’s finally fall, and Saturdays are once again reserved for tailgating bands marching and stepping out in your favorite fit—complete with your team’s colors, of course. It’s college football season, and in the South, we take this time of year as seriously as we do our sweet tea. It’s very much a religious experience.
While powerhouse programs from the SEC or Big Ten often steal the spotlight, many rich traditions have begun and thrive at Historically Black Colleges and Universities (HBCUs).
Recent years have particularly highlighted this dynamic, especially with Deion Sanders—affectionately known as “Coach Prime”—taking the helm at Jackson State University (JSU) in 2020. His arrival brought his exceptional football acumen and unprecedented national attention to HBCUs. Through groundbreaking initiatives like Amazon’s Coach Prime documentary and partnerships with top brands, Sanders successfully wove elements of HBCU life into the fabric of popular culture.
One of the most memorable moments came when Aflac, a supplemental insurance company, featured Sanders and the legendary Coach Nick Saban in several TV spots in 2021. These commercials showcased actual HBCU musicians and dancers adorned in custom-designed attire. Honestly, I can’t shake the image of a duck high-stepping—it’s a sight that truly lives rent-free in my head.
This surge in visibility may be a product of our times. In 2020, the world grappled with a growing recognition of the need for systemic change across various sectors, largely ignited by the Black Lives Matter movement and the public outcry following the murders of George Floyd and Breonna Taylor. These events catalyzed a shift in how brands operate. They had to start paying attention. They began realizing that showcasing inclusivity wasn’t just good PR, but the right thing to do.
However, in 2022, when Sanders announced his departure for Colorado State, many fans felt a sense of betrayal. Was he abandoning his players for “greener” buffaloed pastures? Did he break his promises to uplift HBCUs? Does he even owe us that?
While we grapple with that question, let’s not forget that Coach Prime isn’t the first celebrity in sports to champion HBCUs. ESPN analyst and host of First Take, Stephen A. Smith, a Winston-Salem State University alum, along with Disney, ESPN’s parent company, is leading the way in elevating HBCU life as First Take rolls onto HBCU campuses and proudly promotes HBCU Week.
NBA star Chris Paul, who played college basketball at Wake Forest, has been a vocal supporter. Most notably, during the NBA bubble in 2020, knowing that the NBA finals had a captured audience, he strategically collaborated with stylist Courtney Mays to highlight HBCUs through his pre-game outfits, showcasing a sense of pride in these institutions that created a buzz. Even other celebs began to reach out to inquire when Paul was going to rep their HBCUs.
Taking it a step further, NBA star J.R. Smith—who entered the league straight out of high school—upon retiring, made headlines by enrolling in college at North Carolina A&T, an HBCU, proving it’s never too late to get that degree. His journey, captured in the docuseries Redefined: J.R. Smith on Amazon Prime, was inspiring. Smith also joined the college’s golf team, elevating the program’s profile and bringing a newfound swagger to the fairways.
These voices uplifting is key. HBCUs have historically faced challenges in securing consistent financial backing, with sponsorship landscapes often fluctuating due to market trends, team performance, and institutional stability. Initial reactions to Sanders’ departure suggested a potential decline in support. Yes, I admit that I also assumed that many businesses aligned with JSU so they could attach themselves to Sander’s personal brand would follow him out the door. However, the reality is more nuanced.
For instance, Under Armour (UA), which partnered with Sanders in 2020, recently renewed its contract to be the official outfitter for all 17 of JSU’s varsity sports through 2029. This demonstrates UA’s commitment not just to the athletes but also to job seekers through their HBCU Career Combine. Via a statement on JSU’s website Sean Eggert, UA’s Senior Vice President of Global Sports Marketing, stated, “At Under Armour, our purpose is to empower those who strive for more. We’re excited to continue to evolve together and positively impact even more student-athletes.”
Jackson State’s Vice President and Director of Athletics, Ashley Robinson, echoed this sentiment, emphasizing the endless opportunities for partnerships that enhance the student-athlete experience at the university. But partnerships often extend beyond simply outfitting teams; they can also elevate the fan and student-athlete experience.
Allstate, for example, has become a multi-year sponsor of the Legacy Bowl, a postseason all-star game showcasing the best NFL draft-eligible players from HBCUs. Broadcast live on the NFL Network, this event is crucial for athletes who aspire to play in the league, especially those who might not have received an invite to the NFL Combine.
Cricket Wireless has been a long-time supporter of the Southwestern Athletic Conference (SWAC) since 2018 and the Southern Intercollegiate Athletic Conference (SIAC) since 2022, partnering with the football and basketball teams, as well as Olympic sports for the SIAC. They are the title sponsors of the MEAC/SWAC Challenge Kickoff and the HBCU football championship, the Celebration Bowl, recently extending their contracts through 2027.
While brands like Disney, Under Armour, Allstate, Cricket Wireless and others certainly benefit from consumer marketing at games and through advertising, partnering with HBCU sports represents so much more to them than simply placing a logo on a jersey or souvenir cup.
As P.J. Parr, lead marketing manager of corporate partnerships for Cricket Wireless, explained, “Cricket Wireless is committed to creating meaningful connections in the communities we serve. When brands focus on building thoughtful relationships with HBCUs, they find success. Beyond the field, we are creating access and opportunities for the next generation of leaders through the Cricket HBCU Ambassador Program.”
At the end of the day, Coach Prime’s time at JSU helped bring new energy, attention and business opportunities to all HBCUs. Regardless of coaching changes or player departures, supporting Black collegiate athletics is still a no-brainer. These institutions boast a rich legacy and a strong alumni network, not to mention a passionate fan base. As awareness grows, companies increasingly see the value in these partnerships, especially given the importance of diversity and inclusion in sports.
So, as we hit our mid-season stride of another exciting college football season, let’s remember the vibrant traditions HBCUs contribute to all sports. This game isn’t just about the competition; it’s a celebration of our community. And if you don’t believe me, well, you might just need to join me for some tailgating and a good old-fashioned HBCU game day.
