By Albert Williams
When you step into an HBCU stadium, you’re not just watching a football game—you’re investing in a legacy. Every play on the field and every note from the band represents the hard work, dedication, and excellence of young Black men and women who carry the pride of their institutions on their backs. These athletes and musicians aren’t just putting on a show; they’re competing for scholarships, funding, and the national recognition that has long been denied to historically Black colleges and universities. Yet, too often, the stands tell a different story.
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HBCU sports and band programs don’t survive on tradition alone. They need butts in seats. Ticket sales, television ratings, and corporate sponsorships hinge on one thing—fan engagement. Every empty seat is a missed opportunity, another reason for networks and big-name brands to overlook our institutions in favor of predominantly white schools, which benefit from packed stadiums and high ratings. The average attendance at Southeastern Conference (SEC) football games is over 75,000 per game, while the top HBCU classic games average closer to 50,000 but struggle with consistency. That gap translates into millions of lost dollars in media deals and sponsorships.
HBCU programs will only get the funding, media attention, and opportunities they deserve if we show up. That’s how the business of college athletics works. We’ve seen the power of our presence in mainstream sports—just look at the attention Deion Sanders brought to Jackson State. But we don’t need a celebrity coach to validate what HBCUs have always been: a powerhouse of Black talent, culture, and innovation.
Showing up isn’t just about sports—it’s about sending a message to corporate America. Brands don’t invest in potential; they invest in proof. If they see that HBCU games and classics draw massive crowds, they’ll pour money into sponsorships, scholarships, and NIL (Name, Image, and Likeness) deals for HBCU athletes. In 2023, Power Five schools generated over $3.3 billion in athletic department revenue, while the combined revenue of all HBCU athletic programs is estimated at less than 10% of that. Fan turnout is the lever that can start to close that gap.
We know the numbers. Black consumer spending is projected to reach $1.8 trillion this year. But are we using that spending power strategically? Are we showing brands that HBCUs deserve the same level of investment as major conferences like the SEC or Big Ten? Or are we letting our dollars get siphoned into tailgate tents and party promoters instead of the programs that need them most?
Let’s be real—HBCU tailgates are legendary. The culture, the music, the food, the camaraderie—it’s an experience like no other. But if the main event for you is the parking lot, then you’re missing the bigger picture.
If you’re willing to drop money on parking, food and drinks, and a new fit for the weekend, but you won’t spend on a ticket to the game, then let’s call it what it is: prioritizing the party over the program. Tailgating doesn’t fund scholarships. Sitting in the stands does.
Supporting HBCUs isn’t complicated—just buy a ticket. The HBCUNY Classic is happening soon, and tickets are available at www.hbcunyclassic.com.
But let’s also challenge corporations to do more. Sponsoring events is great, but how about buying blocks of tickets for students from underserved communities? Exposing young people to HBCU culture and excellence is an investment in the future—not just for them, but for the schools that have been shaping Black leaders for generations. Studies show that HBCUs produce nearly 20% of all African American college graduates, and more than 80% of Black judges and 50% of Black doctors and lawyers are HBCU alumni. That pipeline exists because these institutions have been sustained through community commitment.
HBCUs have given us so much. The culture, the brilliance, the resilience—they are the backbone of Black excellence in this country. Now it’s time to give back. Not just with our words, not just with our party playlists, but with our presence, our dollars, and our proof.
