HBCU Go, Byron Allen’s media platform that broadcasts HBCU sports from across the country, has caught major interest from more than two dozen advertisers.
On Friday, the company announced deals with a wide variety of brands, from Walmart and Capital One to Meta and Verizon. In total, the partnerships are worth “well into the millions,” Allen told AdAge.
HBCU Go has been in existence since 2012, and was bought by Allen Media Group in 2021.
It received perhaps its biggest boost in mid-August when it announced a one-year deal with CBS. The broadcaster will distribute HBCU Go to CBS “owned-and-operated duopoly stations” — providing the platform to 60% of American households.
“HBCU GO and theGrio position our advertisers to speak to the heart and soul of Black America 24/7, and help our sponsors stay strongly connected with one of the most valuable, untapped audiences in the world,” Allen said in a statement.
In addition to supporting broadcast rights, brands have also begun to recognize the value of HBCU athletes themselves. Several major companies have struck name, image and likeness deals with athletes from multiple sports and schools.
![The University of Alabama showed off renovations to Bryant Denny Stadium Thursday, Oct. 1, 2020. Sports Illustrated covers decorate the walls inside the new press box. [Staff Photo/Gary Cosby Jr.]](https://frontofficesports.com/wp-content/uploads/2026/05/USATSI_15005835_168422351_lowres-scaled-e1779297429645.jpg?quality=80&w=300)
