The Allen Media Group’s free-streaming digital sports platform focused on the nation’s 107 Historically Black Colleges and Universities (HBCUs) has inked a new partnership with one of the biggest advertisers using linear broadcast media, becoming the presenting sponsor of select 2025 HBCU football classics.
It’s a nice win for HBCU GO, as Procter & Gamble Co. extends its “HBCYOU” program by serving as the title sponsor of multiple marquee HBCU Classic matchups. The partnership includes onsite activations at select games —ranging from an experiential branded space to street teams offering product sampling — creating opportunities for fans to connect directly with P&G brands including 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 be asked to engage fans on social media throughout the season, helping to bring the spirit of HBCU football to a national audience.
“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,” said Lela Coffey, Vice President of Multicultural Business Acceleration at Procter & Gamble who is being named a 2025 Hispanic Market Thought Leader by HispanicAd.com in its annual autumn supplement. “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.”
Allen Media Group founder and Chairman/CEO Byron Allen added, “Our partnership with P&G demonstrates the growing commitment of world-class companies to support HBCUs and the communities they represent. Together, we will elevate the HBCU football experience for fans everywhere while honoring the rich history and cultural significance of these Classics.”
All HBCU Classics will be broadcast live on Amazon Prime Video.
2025 P&G HBCU Classics Schedule
The P&G Truth & Service Classic
Hampton University vs. Howard University
September 20, 2025 – 4:00 PM ET
Washington, D.C. – Audi Field
Southern Heritage Classic – Presented by P&G
Alcorn State University vs. Arkansas Pine-Bluff
September 27, 2025 – 7:00 PM ET
Memphis, TN – Simmons Bank Liberty Stadium
The P&G Las Vegas HBCU Classic
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.”
