Procter & Gamble and Allen Media Group’s HBCU GO are reviving the P&G HBCYOU Campus Life Tour for the 2026–27 academic year, bringing brand activations, giveaways and events to HBCU campuses and marquee games through February 2027.
The tour, which began Aug. 10, will stop at Southern University, Texas Southern University, Spelman College, Morehouse College, Hampton University, Florida A&M University and North Carolina A&T. Organizers said the tour will also appear at major HBCU events including the HOPE Labor Day Classic, Battle of the Real HU and the Bayou Classic.
At each stop, students can visit the P&G House of Everyday Essentials for product sampling, giveaways and interactive spaces designed around campus life. Features include the Dreamers’ Studio, meant to help students plan careers; the Kickback Corner for conversations about the student experience; the Everyday Essentials Shop; and HBCU GO on the Yard, showcasing live game content, music and social storytelling.
The activation will give attendees an early look at Crowned, an original HBCU GO series co-produced with P&G that celebrates the culture and traditions of HBCU kings and queens. Crowned is scheduled to premiere Aug. 30 on HBCU GO.
Lela Coffey, vice president of North American user growth accelerator at Procter & Gamble, said the company has supported historically Black colleges and universities for more than a century and described the tour as part of a “long-standing ecosystem of support.” She listed brands participating in the effort, including Tide, Swiffer, Bounty, Crest and Always, and said other P&G brands such as Gain, Downy Unstoppables, Charmin and Gillette would be involved.
Byron Allen, founder, chairman and chief executive officer of Allen Media Group, said the partnership expands the tour’s reach and provides an opportunity to meet students on campus and share HBCU stories with broader audiences.
