HBCU GO, the leading media provider for the nation’s 107 Historically Black Colleges and Universities (HBCUs), is excited to announce a new partnership with Procter & Gamble (P&G). P&G will serve as the presenting sponsor for select HBCU football Classics in 2025.
“P&G is committed to meeting the diverse needs of all consumers. P&G’s HBCYOU program brings experiences and products to events like Back to School, Homecomings and Football Classics,” Lela Coffey, Vice President, Multicultural Business Acceleration at Procter & Gamble, said. “Together with Allen Media Group’s HBCU GO we are able to authentically connect with and support Black consumers — in everyday life and with P&G’s superior products at relevant cultural moments.”
This season, Procter & Gamble (P&G) will expand its HBCYOU program by becoming the title sponsor of several prominent HBCU Classic matchups. This initiative aims to bring together fans, students, and alumni to celebrate the tradition and culture of Black college football.
Truth and Service Classic / HBCU GO
Hampton University vs. Howard University
September 20, 2025 – 4:00 PM ET
Washington, D.C. – Audi Field
Southern Heritage Classic / HBCU GO
Alcorn State University vs. Arkansas Pine-Bluff
September 27, 2025 – 7:00 PM ET
Memphis, TN – Simmons Bank Liberty Stadium
Las Vegas HBCU Classic – HBCU GO, P&G / HBCU GO
Jackson State University vs. Grambling State University
October 25, 2025 – 6:00 PM ET
Las Vegas, NV – Allegiant Stadium
In addition to these three marquee Classics, the 2025 HBCU GO football season will showcase a number of other notable matchups, offering fans nationwide the opportunity to experience the energy and tradition of HBCU football.
“Our partnership with P&G demonstrates the growing commitment of world-class companies to support HBCUs and the communities they represent,” Byron Allen, Founder/Chairman/CEO of Allen Media Group, the parent company of HBCU GO, said. “Together, we will elevate the HBCU football experience for fans everywhere while honoring the rich history and cultural significance of these Classics.”
The partnership will feature onsite activations at select games, including an experiential branded space and street teams offering product sampling. These activities will create opportunities for fans to engage directly with trusted P&G brands such as Tide, Crest, Gillette, and Secret.
In addition to its sponsorship of the Classics, P&G will join HBCU GO as a season-long partner. This collaboration will extend across the full HBCU GO football schedule with integrated support in live broadcasts, digital programming, and social media content. P&G brand ambassadors and creators will also engage fans on social media throughout the season, helping to bring the spirit of HBCU football to a national audience.
All HBCU Classics will be broadcast live on Amazon Prime Video, expanding the reach of these games to millions of households nationwide. The addition of Amazon Prime Video builds on HBCU GO’s already large global footprint of partnerships with major streaming platforms and a coast-to-coast network of local station affiliates.
HBCU GO is a cultural lifestyle destination and leading sports media provider that embraces and represents the voice of Black Excellence every day of the year through an all-new platform that captures the rich history, diversity, perspectives, and cultural experiences at Historically Black Colleges and Universities (HBCUs).
HBCU GO also provides a platform for emerging creatives in media production, branding, and broadcasting.
We offer our viewers the best in live sports, original series, documentaries, films, comedy, and edutainment programming produced by African American leading producers, directors, and students from select HBCUs.
Launched in 2012, the free-streaming service HBCU GO was purchased by Byron Allen in 2021 and is part of Allen’s Allen Media Group (AMG). Headquartered in Los Angeles, AMG has offices in New York and Atlanta
