Sports Media Report
Allen Media Group’s (AMG) HBCU GO – AMG’s free-streaming digital platform and the leading media provider for the nation’s 107 Historically Black Colleges and Universities (HBCUs) – proudly announces an exciting new partnership with Procter & Gamble (P&G) for the 2024 football season. P&G is the presenting sponsor of exciting new programming and activations airing this season including:
2024 HBCU GO SPORTS KICK OFF SHOW (aired Saturday, August 24)
HBCU GO’s first-ever live, on campus “2024 HBCU GO SPORTS PRE-GAME LIVE KICK-OFF SHOW” leading into the biggest games of the season including the Southern Heritage Classic, three Homecoming games, plus the rival match-up between Mississippi Valley vs. Jackson State.
Brand-led commercial campaign entitled “THIS IS HOW WE HBCYOU” will run during the football season.
The P&G #HowWeHBCYOU brand commercial campaign, which AMG produced, recognizes the importance of supporting HBCU schools and students to foster their success and continued growth.
“P&G truly understands the valuable, untapped audience that HBCU GO can deliver,” said Byron Allen, Founder/Chairman/CEO of Allen Media Group. “This new super-charged partnership with HBCU GO highlights P&G’s continued efforts to reach audiences through Black-owned media partners in authentic ways, such as HBCU Education and Culture.”
Eric Austin, Vice President, Global Marketing & Media Innovation at Procter & Gamble said “we strive to meet the unique needs of all consumers. Together with Allen Media Group’s HBCU GO we are able to authentically connect and support Black consumers —in everyday life, with superior brand innovation at relevant cultural moments.”
Hosted by Jasmine McKoy, former Carolina Panthers Safety Tre Boston and HBCU Gameday’s Tolly Carr, the “2024 HBCU GO SPORTS PRE-GAME LIVE KICK-OFF SHOW” will give fans of the four major HBCU Football conferences LIVE access to all the interviews, predictions, and game strategy as well as a taste of HBCU culture. Presented across five episodes that kicked off August 24, the live show will visit classics and homecomings throughout the season, bringing in great crowds and fanbases of these exciting matchups. The schedule includes September 14 – Southern Heritage Classic: Tennessee State vs Arkansas Pine Bluff; October 12 – Bethune Cookman vs Alabama A&M – Homecoming; October 19 – Arkansas Pine Bluff vs Grambling State – Homecoming; October 26 – Jackson State vs Bethune Cookman – Homecoming; November 9 – Mississippi Valley vs. Jackson State.
The “HBCUYOU” campaign will run on HBCU GO throughout the season and consist of one “hero” commercial spot and 14 individual brand spots. The campaign focuses on supporting students through their everyday needs and personal care, following the major life moments of an HBCU student. Allen Media Group tapped theGrio Executive Producers to lead the production, leaning on a deep understanding of the Black audience and HBCU culture to drive relevancy throughout the creative storylines.
AMG’s FREE-streaming digital platform HBCU GO brings together major HBCU NCAA conferences, with major market carriage across broadcast television, cable, satellite, and digital platforms. HBCU GO recently announced 95% nationwide clearance for their 2024 football season. In addition to the previously announced carriage deal with CBS owned-and-operated (O&O) duopoly stations, HBCU GO has secured new distribution with FOX O&O stations including Los Angeles (KCOP-TV) and Chicago (WPWR-TV), as well as distribution on the Armed Forces Network; plus 15 new local markets.
HBCU GO kicked off its 2024 football season schedule on Saturday, August 31. This HBCU GO third season kickoff features a total of 26 football matchups featuring teams representing the Central Intercollegiate Athletic Association (CIAA), the Southern Intercollegiate Athletic Conference (SIAC), and the Southwestern Athletic Conference (SWAC) — including the Southern Heritage Classic, homecoming games, and the CIAA Football Championship.
