HBCUS ARE SECURING MAJOR BRAND DEALS NOW MORE THAN EVER
The new announcements of industry partnerships with Historically Black Colleges and Universities have come in abundance over the last year.
HBCUs have moved up on the top marketers’ list. Many marketers are connecting brands to the consumer through underserved communities and social justice initiatives in the wake of the multiple racial incidents throughout the pandemic.
Times and tactics have changed. Brand’s partnering with HBCUs meets the purchasing power of the conscious consumer. Brand’s must stand behind a purpose from sustainability to embracing diversity, equity, and inclusion. That power will likely continue to grow.
The demands of the American consumer have expanded to a wide range of industries. This year, ESPN expanded coverage to include HBCU sports. At the same time, the NBA dedicated its All-Star game to HBCUs and donated $3 million to HBCU programs.
According to Adweek, Dennis E. Thomas, commissioner of the Mid-Eastern Athletic Conference (MEAC), has had a hand in helping numerous HBCUs, including Howard, find bigger audiences and connecting them to high-profile partners for funding.
“We have tremendous institutions who are academically grounded and who have produced some of America’s best and brightest,” Thomas said. “That’s what we’ve been able to capture and bring to corporate America.”
Companies including Nissan, Apple, Tiffany & Co., Coca-Cola, and more have partnered with HBCUs. While it’s nice to have this funding at HBCU’s, these institutions are ensuring that the relationships are genuine and brands are in it for the long run, not just for the consumer trend.
Both industry partners and HBCUs have responsibilities in generating collaborations. Major companies don’t necessarily need to create awareness. Still, they do need to show why they’d be the proper partner for the university.
