Procter & Gamble Steps Into HBCU Football Classics
Procter & Gamble has announced a major partnership with Allen Media Group’s HBCU GO for the 2025 football season, becoming the presenting sponsor of key Historically Black Colleges and Universities (HBCU) football classics nationwide. The collaboration aims to highlight the culture, tradition, and community spirit of Black college football through live broadcasts, digital content, and stadium experiences.
Extending the HBCYOU Program
The partnership expands P&G’s HBCYOU initiative with activations across football season. Fans and alumni can expect branded experiences, sampling of products from household names like Tide, Crest, Gillette, and Secret, as well as influencer-driven engagements that connect directly with students and communities. The activations will be integrated into both in-stadium events and digital broadcasts.
Classics That Define the Season
Three major matchups will headline the campaign. The Truth & Service Classic will bring Hampton University and Howard University to Washington, D.C. in September. That same month, the Southern Heritage Classic will showcase Alcorn State University and Arkansas Pine Bluff in Memphis. In October, the Las Vegas HBCU Classic will put Jackson State University and Grambling State University on a national stage inside Allegiant Stadium. All games will be streamed live on Prime Video, ensuring nationwide access.
Voices Behind the Partnership
Leaders from both Procter & Gamble and Allen Media Group have described the sponsorship as a meaningful way to elevate HBCU culture. P&G emphasized its commitment to supporting diverse communities through authentic cultural connections. Allen Media Group highlighted the significance of corporate backing in amplifying HBCU traditions and reaching fans across the country.
More Than a Game Day
HBCU football classics are not just contests on the field—they are powerful cultural gatherings filled with history, pride, and community celebration. This partnership amplifies those traditions, ensuring they resonate on a national scale while also bringing investment and visibility to Black institutions and experiences.
