Howard University Athletics began a new partnership with McDonald’s this summer, adding the widely known restaurant chain to its expanding catalog of partnerships.
The multi-year sponsorship, which officially launched on July 1, joins Howard Athletics and McDonald’s across the Washington, D.C., Eastern Shore and Baltimore regions. In addition, this partnership will be seen at Howard University athletic games throughout the school year, with the opportunity to establish mentorship connections for Howard student-athletes, according to HUBison.
Kery Davis, Howard Vice President of Athletics, announced that the partnership aims to have a greater impact than just game-day sponsorship.
“We are extremely thrilled to partner with McDonald’s,” Davis said in a press release. “This partnership gives both parties an opportunity to impact young men and women while engaging with the community and Bison Nation. We look forward to a long, exciting partnership.”
McDonald’s has promoted historically Black colleges and universities through various initiatives such as the Black & Positively Golden movement, a scholarship program for HBCU students that also helps to promote higher education, as well as other initiatives focused on leadership, education, culture and community engagement.
From access to high-quality equipment to internships and professional networking, the value of a brand partnership can look different across every sport and athlete.
For Howard’s student-athletes, those relationships also provide an additional platform to represent the university and increase the visibility of Black athletes in spaces where they have historically been underrepresented.
Howard golf’s partnerships with Under Armour and TravisMathew, a premium golf apparel brand, have shown athletes how brand partnerships can shape their experience.
Marlon Jones, a fourth-year transfer student in his second year with Howard men’s golf, said corporate support contributes to the program’s available resources.
“The Curry Brand and Under Armour together have been huge for our program,” said Jones, an economics major from Berkeley, California. “Without them, right now our program, we wouldn’t have any of the gear we have. We’re blessed.”
For athletes with aspirations to compete professionally or pursue careers within the sports industry, relationships developed through collegiate partnerships can also provide an early connection to companies.
Jones said he has seen those connections lead to career opportunities outside of competition. Through Howard Golf’s relationship with companies in the industry, he said former athletes have pursued internships and employment after college.
“Just being a student-athlete, you’re in these positions to network with all these other companies, so you can create your own opportunities, in a sense,” he said.
Howard swimmers, like senior Summer McKoy, have experienced similar opportunities through their own brand relationships with Speedo.
“They give us the opportunity to be in spaces that we most likely would not have been in before…both in and outside of our sport,” said McKoy, a psychology major from Pikesville, Maryland.
McKoy participated in Speedo’s Back to Pool campaign, where she modeled swimming equipment and connected with people outside of her usual athletic environment. The campaign also allowed her to represent Black swimmers beyond Howard.
“It was also really meaningful to be able to…show younger swimmers who might be the only Black person on their team that there are bigger opportunities out there for them,” McKoy said.
Athletes have also observed that visibility is particularly significant as Howard Athletics continues to establish itself nationally.
“I’ve noticed more companies becoming interested in partnering with our team and our athletes, which I think shows that people are starting to recognize the value and visibility that Howard Athletics can bring to a partnership,” McKoy said.
That attention can also extend to Howard’s relationship with its existing community.
“It gives our fans and alumni something to be proud of and helps show the community that Howard athletes are representing the university in spaces beyond just competition,” McKoy said.
While the logos and products may be the most visible signs of Howard’s brand partnerships, there are many opportunities created beyond competition. For student-athletes, these partnerships provide access to resources, exposure and connections that can continue to benefit them beyond their time at Howard.
Copy edited by Daryl R. Thomas Jr.