Wednesday October 4, 2023

HBCU Go Reportedly Lands ‘Millions’ In Advertiser Deals

  • Byron Allen’s media group has secured deals with advertisers from Pizza Hut to Meta.
  • The partnerships are reportedly worth “well into the millions.”
Alicia Devine/Tallahassee Democrat
Front Office Sports Today

NBC Could Get In On College Football Playoffs

NBC is exploring broadcasting a slice of the expanded CFP in 2026.
Listen Now
October 3, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

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.

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

An advocacy group is filing an NLRB case against the Ivy League over athlete compensation.

Advocacy Group Files Federal Labor Charge Against Ivy League

It’s the latest in a flurry of NLRB cases over amateurism.
The Colorado Buffaloes played in the most-watched game of Week 5.

Colorado Ratings Bonanza Continues Despite Two Consecutive Losses

The Buffs’ least-watched game this season was still the most-watched this week.
Football analyst and PFF investor Chris Collinsworth talks to man in front of computers

Cris Collinsworth 'Lost a Lot of Sleep' Over Pro Football Focus Leadership Issues

New book details why it’s no longer a “happy place to work.”
NBC is interested in media rights to the expanded College Football Playoff.
exclusive

NBC Is Interested in Expanded College Football Playoff Media Rights

NBC is one of the networks pitching the CFP, a source confirmed.
podcast thumbnail mobile
Front Office Sports Today

NBC Could Get In On College Football Playoffs

0:00
0:00

Featured Today

MLB Attendance Surges 70 Million, Tops League Projections

League posts best year-over-year increase at the gate since 1993
Levi's Stadium
October 2, 2023

49ers Study Shows Benefits of Public-Private Stadium Deals

Levi’s Stadium has generated more than $2 billion per new study.
Formula 1 drivers in a pack at the start of the Montreal Grand Prix
October 1, 2023

Apple Reportedly Making Push For Global Formula 1 Rights

The tech giant could offer $2 billion a year for the rights.
September 30, 2023

Baltimore Looks To Return To The Oriole Way

Lease deal offers new hope, but market and economic challenges remain.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Bayern Munich

Real Madrid Rejects $137M League Deal Over Media Access

The La Liga club is not offering extra media access.
Team Europe captain Luke Donald and Team Europe celebrates with the Ryder Cup after beating Team USA during the final day of the 44th Ryder Cup golf competition at Marco Simone Golf and Country Club.
October 3, 2023

Ryder Cup Viewership Drops in U.S., Rises in U.K.

NBC’s event coverage attracted 1.32 million average viewers on Sunday.
Taylor Swift
October 2, 2023

NBC's 'Swift Bowl' Draws Monster 27 Million Viewers

It was the most-watched Sunday show since Super Bowl 57.
October 2, 2023

DSG Seeks Extension As Reorganization Pressure Mounts

Bankrupt RSN operator looks to file restructuring plan in late November
October 2, 2023

RedBird IMI Makes Strategic Investment in Front Office Sports

RedBird IMI is a joint venture between RedBird Capital Partners and International Media Investments focused on high-growth media companies.
College football is taking over Saturday night.
September 30, 2023

How College Football’s Biggest Games Took Over Saturday Night

Network competition and West Coast storylines helped college football stage a coup.
September 29, 2023

ESPN, Tiger-Rory Golf League Close To Long-Term Deal

New entity backed by Woods, McIlroy nears critical agreement
Toy Story
September 29, 2023

‘Toy Story’ Success Could Lead to More Disney-Branded NFL Kid-Casts

A successful ‘Toy Story’ game could open the door for other franchises.