HBCU Sports Programming Will Be Available Across the Country With New CBS Partnership

On Thursday, August 19, CBS announced that it will partner with Byron Allen’s Allen Media Group’s HBCU Go media platform. The partnership will allow for the broadcasting of historically Black college and university sports programming on CBS-owned television stations across 12 major US markets. HBCU Go will join CBS’ “owned-and-operated duopoly stations.”

HBCUs have been garnering more attention in recent years due to changes in rules regarding the usage of HBCU athletes' names, images and likenesses. Major brands that have recognized the brand value importance of HBCU athletes include Gatorade and Adidas.

“We are proud to amplify these amazing athletes and HBCUs, while at the same time helping to finance the education of these young adults,” Founder, Chairman, and CEO of Allen Media Group, Byron Allen, said in a statement. “Now sports fans across the country will have access to best-in-class games from America’s HBCUs.”

As news of the deal was made public, it was revealed that the partnership will span the 2022-23 season, and will make HBCU sports visible to 60% of American households, which specifically include 70% of Black households. The twelve television media markets where HBCU Go will be available from San Francisco to New York. At the current time, the financial details of the partnership have not been disclosed.