Looking Back: The Dawn of NIL Deals in HBCU Sports
July 1, 2021, marked a seismic shift in college athletics—a day when student-athletes finally secured the right to profit from their own name, image, and likeness (NIL). While the spotlight initially shone on big-name NCAA Division I schools, a powerful undercurrent was building within Historically Black Colleges and Universities (HBCUs). These institutions, rich in heritage and rooted in Black excellence, began to make waves as their athletes stepped confidently into the endorsement arena.
HBCUs have always been more than just educational institutions; they're cultural havens that nurture talent and celebrate Black identity. With icons like Chris Paul and LeBron James amplifying their significance, HBCUs were already experiencing a renaissance. The advent of NIL rights only accelerated this momentum, intertwining sports, culture, and empowerment in a way that resonated deeply within the community.
Ky’Wuan Dukes for Bojangles. 2021.
Ky’Wuan Dukes, a standout wide receiver at Johnson C. Smith University in North Carolina, made history as the first HBCU athlete to sign an endorsement deal. Teaming up with Bojangles—a Southern staple beloved for its fried chicken—Dukes didn't just secure a partnership; he bridged a cultural connection that celebrated regional roots and communal pride.
Following suit, Alabama A&M's dynamic duo—receiver Zabrian Moore and running back Gary Charles—secured deals with Boost Mobile, signaling a recognition of the untapped potential within HBCU talent. Over at Jackson State University, star defensive end Antwan Owens inked an agreement with Three Kings Grooming, a Black-owned hair product company based in New York. Owens' partnership wasn't just a business move; it was a celebration of Black entrepreneurship and style.
Norfolk State’s Rayquan Smith becomes first HBCU athlete to partner with Eastbay. 2021.
Norfolk State University's Rayquan Smith caught the eye of athletic brand Eastbay. As the face of their #Betheone campaign, Smith showcased his elite footwork and the undeniable spirit of HBCU athletes—resilient, talented, and ready to shine on any stage.
The most groundbreaking deal came from Tennessee State University's incoming freshman Hercy Miller, son of hip-hop legend Master P. Rejecting offers from powerhouse programs like UCLA, USC, LSU, and Missouri, Miller chose an HBCU and secured a $2 million endorsement deal with tech company Web Apps America. His decision echoed a powerful message: HBCUs are not just alternatives; they're destinations where top talent can thrive both culturally and athletically.
Recognizing the new landscape, Florida A&M University (FAMU) stepped up to empower their athletes. Partnering with INFLCR and Teamworks, FAMU invested in resources to help student-athletes build their personal brands and navigate the complexities of marketing and endorsements. It was a move that underscored the institution's commitment to fostering not just champions on the field, but savvy entrepreneurs off it.
Reflecting on that pivotal year, it's clear that the introduction of NIL rights didn't just change the game financially—it ignited a cultural movement. HBCUs began to reclaim their rightful place in the national conversation, attracting more high school stars who saw these institutions as places where they could honor their heritage while building a future.
As we look back, we see that 2021 wasn't just the start of NIL in college sports; it was the beginning of a new era for HBCUs—a renaissance of Black culture, athletic excellence, and economic empowerment that's still shaping the landscape today.