Top Power 5 conferences aren’t the only ones getting more visibility and attention from broadcasters.
On Thursday, CBS announced a partnership with Allen Media Group’s HBCU Go, the largest broadcaster for sports at historically black colleges and universities (HBCUs). The platform will appear on CBS “owned-and-operated duopoly stations.”
Financial terms of the deal were not disclosed.
The partnership, which will run for the 2022-23 season, will elevate HBCU sports to 60% of American households. Media markets will range from San Francisco to New York.
“We are proud to amplify these amazing athletes and HBCUs, while at the same time helping to finance the education of these young adults,” Founder, Chairman and CEO of Allen Media Group, Byron Allen, said in a statement. “Now sports fans across the country will have access to best-in-class games from America’s HBCUs.”
The news follows a year where HBCUs gained more visibility due to name, image, and likeness rules. Several major brands, from Gatorade to Adidas, have recognized the brand value of HBCU athletes.
![Former NFL Coache Jon Gruden have a laugh while attending an NFL training camp session ten at the Miller Electric Center, Tuesday, Aug. 5, 2025, in Jacksonville, Fla. [Doug Engle/Florida Times-Union]](https://frontofficesports.com/wp-content/uploads/2026/07/USATSI_26781802_168422351_lowres-scaled-e1784132043881.jpg?quality=80&w=300)
