A new chapter in the legacy of HBCU football is unfolding at Harvard Stadium, one of the oldest football venues in the United States. This year marks the inaugural Essence HBCU Classic, a celebration of culture and competition that aims to elevate the visibility of historically Black colleges and universities (HBCUs) while fostering community spirit. Derek Brown, co-founder of the event, describes it as more than just a football game: “It’s really a cultural event.”
Set against the backdrop of Labor Day Weekend, the classic will feature a thrilling match-up between the Morehouse College Maroon Tigers and the Johnson C. Smith University Golden Bulls. Yet, as Brown insightfully puts it, “Football is definitely a part of the weekend. But I would say it’s the appetizer, and everything that comes with it is the entrée.” The four-day extravaganza promises a pep rally, tailgating, a battle of the bands, and even a step show, all designed to replicate the vibrant atmosphere of an HBCU homecoming.
The decision to host the event in Boston is rooted in the city’s rich tapestry of HBCU alumni and its historical significance in the context of Black American history. The selection of Harvard Stadium is symbolic; in 1971, it was the site of a game between Howard University and the University of Maryland Eastern Shore, organized by the Urban League of Eastern Massachusetts. This nod to the past reflects a commitment to reshaping narratives surrounding the city. John Borders IV, a Morehouse graduate and head of the Boston Office of Sports, Tourism and Entertainment, highlights the city’s ongoing efforts to redefine its identity, noting, “Boston is actively working to shape a new narrative.”
The impact of this game extends beyond the field. The presidents of Morehouse and Johnson C. Smith universities emphasize the significance of showcasing their institutions’ rich histories on a national stage. F. Dubois Bowman, president of Morehouse, remarks, “It’s really an opportunity to have that broader exposure and to bring the product of Morehouse, the product of the pride of HBCUs on the road to showcase.” Valerie Kinloch, president of Johnson C. Smith, adds a layer of depth by questioning the representation of people of color in various spaces. She asserts, “When we talk about traversing different types of spaces, we have to understand how historically Black colleges and universities have a wide impact, and that also includes an impact on spaces that we usually would not be represented in.”
The Essence HBCU Classic has garnered significant attention, attracting sponsorship from major corporate players like DraftKings and Cash App. Zack Ashley, global head of brand partnerships at Cash App, articulates the alignment of these sponsorships with the values of HBCUs: “We’re honored to help bring the ESSENCE HBCU Classic to Boston and to celebrate the excellence, pride, and history of these institutions while providing real-world benefits to the communities they serve.” This strategic partnership underscores a growing recognition of the importance of HBCUs and their alumni, particularly during a period when many corporations are reassessing their diversity, equity, and inclusion initiatives.
As Brown points out, the sponsorships reflect a savvy understanding of market dynamics: “It’s a new tradition, but it’s not a new consumer. I think all of our partners recognize that this is a consumer that they wanted to target. They are not doing charity; they are sponsoring this event because it gives them great access to a consumer that is very important to their business.”
In the broader context, the Essence HBCU Classic serves as a reminder of the vital role that HBCUs play in American society. They not only educate future leaders but also cultivate a sense of community and cultural pride. This event is an invitation for all to engage with the legacy and contributions of HBCUs, challenging preconceived notions and fostering a dialogue about representation and impact. As the weekend unfolds, attendees will not only celebrate athletic prowess but also the rich history and ongoing influence of these institutions, reinforcing the idea that HBCUs are deserving of recognition and respect in every sphere of American life.
