Since the murder of George Floyd by a Minneapolis police officer in May 2020, marketers have been looking for ways to link their clients’ brands with underserved communities and social justice initiatives.
This year alone, ESPN expanded its coverage of HBCU sports, while the U.S. Open hoste md an HBCU Day to showcase both the schools and Black-owned businesses.
Companies including Nissan, Cricket Wireless, Peloton, Tiffany & Co., Coca-Cola, Beats By Dre and Aflac have partnered with HBCUs and weaved those institutions’ causes and culture into their messaging. But forging that relationship takes substantial time and a meaningful investment beyond fees or donations.
Last winter FAMU put its longtime athletic apparel sponsor NIKE on notice that it was ending its deal with the icon and seeking a more lucrative deal with competitor Adidas. The move forced Nike to regroup and come back to the table with a more competitive offer.
In a span of about six months, FAMU athletics went from a 50-50 trade deal with Nike to one where Nike actually invests $1.2 in cash into the program.
Here's the full ADWeek story here.