From Playbooks to Power Moves: How HBCUs Are Creating Their Own NIL Game While NFL Stars Lead From the Sidelines
Let me start with a confession: I went to a PWI (Predominantly White Institution). I know the irony (and nerve) that I am writing this. However, I am qualified to have an opinion on the topic. I was raised in a household that was heavily influenced by HBCU culture. While my parents did not attend HBCUs per se (Prince George's County Community College attendees), my grandmother (born and raised in Snow Hill, NC) attended North Carolina A&T, my sister attended the real HU (Hampton University), and my brother attended West Virginia State University. And if Clark Atlanta had given me a scholarship, I might have been writing this from an HBCU alumnus’s perspective, but that’s a story for another day. So. I digress. But, I am a proud Maryland Terp on assignment to support, uplift, and amplify the voices of my HBCU brothers and sisters. So, hear me out! Now that I have cleared the air, let’s dive into it.
I have been seeing a lot of conversation on X (formerly) Twitter since it was officially announced that DeSean Jackson is the new head coach of Deleware State. My take is: Congratulations! More importantly, do you know what this means for HBCU athletics and branding opportunities?
Watching HBCUs revolutionize their approach to athletics and NIL deals has been like seeing your cool cousin finally get that spotlight you always knew they would get. While I was in the stands watching as a fan, HBCUs were building something special. And now? They're writing their playbook for success, and it's about time we all paid attention.
The Sideline Shift
When Michael Vick stepped up to the podium at Norfolk State this December, he became one of the latest in a growing line of NFL stars choosing to build their coaching legacies at HBCUs. Norfolk State officially named Vick its head football coach, adding another marquee name to a movement gaining momentum.
But this isn't just about big names chasing headlines. Take Eddie George at Tennessee State. While others have come and gone, George has quietly built something sustainable. His tenure has been markedly different from the flash-and-dash approaches we've seen elsewhere. He's focused on foundation-building, proving that NFL stars can do more than attract attention – they can create lasting change.
The trend keeps growing. Andre Johnson recently expressed interest in coaching at Texas Southern University, and former NFL quarterback Teddy Bridgewater, fresh off success in high school coaching, is drawing interest from several HBCU programs. These aren't just jobs anymore – they're missions. And it is about dern time!
Creating Their Own NIL Playbook
While former pros command the sidelines, current HBCU athletes are writing their own success stories in the NIL space. But they're doing it differently than their Power Five counterparts. They're proving that NIL success isn't just about massive national deals – it's about creativity, community connection, and authentic partnerships.
Take North Carolina A&T's innovative approach. They've launched the Aggie Exchange, a dedicated platform connecting their student-athletes with business opportunities. It's not just about making deals – it's about creating an ecosystem where athletes can thrive as entrepreneurs.
Remember Ky'Wuan Dukes? The Johnson C. Smith University wide receiver made history as the first HBCU athlete to sign an NIL deal. He didn't just open a door – he kicked it down for others to follow.
Grambling State is showing how it's done, too. They've launched a partnership allowing student-athletes to create personalized, co-branded merchandise. It's a smart play that turns school pride into profit potential.
The Power of Strategic Partnerships
While individual NIL deals are important, HBCUs are discovering that the real game-changing opportunities lie in strategic partnerships with brands and marketing agencies. These collaborations are proving to be the accelerator that many HBCU athletic programs need.
Take Playfly Sports' recent initiative, HBCU Elevate, which partners with the Leon Frank Agency to connect leading brands directly to HBCUs. This kind of specialized marketing approach understands the unique value proposition that HBCU athletes and institutions bring to the table.
Some institutions are already showing how it's done. Clark Atlanta University Athletics partnered with MOGL as their official NIL partner, creating a direct pipeline between student-athletes and potential brand deals. Meanwhile, Florida A&M University's five-year partnership with INFLCR and Teamworks is helping prepare student-athletes with marketing education and resources to build their personal brands.
Major corporations are taking notice too. Procter & Gamble has formed a groundbreaking alliance with HBCU GO, investing in the visibility and future of HBCU athletics. This isn't just about sponsorship – it's about creating sustainable pathways for growth.
Building the Infrastructure
For HBCUs looking to maximize these opportunities, the path forward is clear:
Invest in Digital Infrastructure
Grambling State's partnership with Influxer shows how schools can create direct-to-consumer merchandise opportunities for their athletes. These platforms aren't just about sales – they're about building direct connections between athletes and their supporters.Leverage Educational Partnerships
Grambling State University's recent partnership with the Association of National Advertisers demonstrates how schools can provide their student-athletes with professional marketing expertise and industry connections.Create Purpose-Driven Brand Alliances
The most successful HBCU partnerships celebrate and support these institutions' rich culture and influence. It's not just about the money – it's about creating authentic connections that resonate with both brands and audiences.
The Road Ahead
No matter how you feel about the pipeline from playbook to power move, the convergence of NFL veteran leadership and innovative NIL partnerships is creating unprecedented opportunities for HBCU athletics. Success will come to those institutions that can build the right infrastructure, forge meaningful partnerships, and maintain authenticity in their approach.
For brands and agencies looking to partner with HBCUs, the message is clear: these aren't just marketing opportunities – they're chances to invest in and support institutions that have historically played a crucial role in advancing opportunities for Black athletes and professionals. That’s an ROI I am highly passionate about. This past summer, I was one of the panelists at the annual HBCU Athlete Movement Summit in Durham, NC. Creating spaces to educate and connect with HBCU athletes will be a significant key for the present and the future. Knowledge is power, and consultants and advisors like myself are responsible for investing in HBCU athletes just as much as athletes at other institutions. The new playbook is being written, and I will be a proud, involved participant.
The future of HBCU athletics isn't just about competing on the field—it's about creating sustainable ecosystems where student-athletes can thrive in college and beyond. With the right partnerships, strategic planning, and authentic execution, HBCUs are positioned to participate in and help define the NIL era.
This isn't just a moment. It's a movement. And it's just getting started.
