HBCU Secures $80K NIL Partnership to Promote Agriculture Among Student-Athletes

Courtesy of the University of Arkansas at Pine Bluff

The University of Arkansas at Pine Bluff is making significant strides in redefining the intersection of athletics and agriculture with a groundbreaking partnership launched by its Athletics Department. The collaboration with James Bunch, president of PickinGreens Productions, and the 1890 Agriculture and Student Athletes Project has resulted in an impressive $80,000 award focused on name, image, and likeness contracts for student-athletes. This initiative will support these young athletes academically and athletically and enable them to serve as ambassadors for the agricultural sector.

Bunch, an alumnus of UAPB with a degree in agriculture, explained that the ASAP program addresses critical challenges facing the U.S. agricultural industry, such as an aging workforce and the pressing need for sustainable practices. “By engaging these young student-athletes, we are reaching a generation that can lead our communities toward sustainable, resilient futures,” Bunch stated. He emphasized that agriculture provides unique opportunities for self-sufficiency, food security, and land stewardship, particularly through hands-on skills.

Raising Awareness About Careers in Agriculture

Launching on Feb. 1 and running through May 31, the 1890 ASAP Program already boasts 28 enrolled student-athletes who will leverage their social media platforms to highlight career opportunities and raise awareness about the agricultural industry among their peers.

“This is unique; it’s never been done before,” Bunch explained. “Utilizing athletes will help us get attention on agriculture while also giving these young people in the 1890 system opportunities to gain sponsorship support.” The program aims to foster a new generation equipped with the knowledge and skills necessary to succeed in agriculture by encouraging student-athletes to engage in this vital sector.

Johnnie Young, part of the project team, reiterated the importance of shifting the narrative surrounding agriculture. He noted that the initiative seeks to inspire younger generations to explore diverse career opportunities within the sector.

The program also encourages entrepreneurial ventures among young, business-minded individuals by providing urban gardening and small-scale farming resources. Bunch believes this effort will contribute to fostering a vibrant neighborhood business culture centered on agriculture.

The 1890 ASAP Program is a pilot initiative, and plans are underway to expand its reach to all 1890 institutions eventually.