The price of a name: What HBCUs are selling in college football’s new economy
There has always been an understood bargain in college football. A wealthy program invites a smaller, less-resourced institution to its stadium, pays a substantial guarantee, receives another home game and, more often than not, another victory. The visiting institution receives something it desperately needs: revenue. Everyone understands the transaction. And on Saturday afternoon, we pretend that what follows is simply a football game.
For historically Black colleges and universities (HBCUs), the bargain can be difficult to resist. Guarantee games can bring hundreds of thousands of dollars into athletic departments without the television contracts, donor networks and conference distributions available to the wealthiest programs. Those benefits are real. But increasingly, so is the question of what HBCUs are giving in return.
Consider what this season had produced through Sept. 12. In six games against AP top-25 opponents, HBCUs lost by an average of 62.5 points, with a median margin of 61.5. Miami defeated Florida A&M 77-7. Virginia defeated Norfolk State 59-3. Indiana defeated Howard 55-0. Houston defeated Southern 77-6. Georgia defeated Tennessee State 63-3, and Arizona State defeated Morgan State 70-7. Collectively, those six HBCUs were outscored 401-26. In two games, the fourth quarter was shortened because the outcome had become so lopsided.
The financial arrangements are easier to quantify. Tennessee State and Morgan State received $600,000 each for their games against Georgia and Arizona State. Florida A&M received $720,000 to play Miami and another $40,000 for the Marching 100. Prairie View A&M received $400,000 from Baylor. Howard collects $1 million across two FBS appearances this season, while........
