AT&T’s Dream In Black Program Empowers HBCU Athletes Off The Court

For many people, especially those from marginalized communities, having athletic abilities have frequently been considered the key to success. A large number of athletes, however, are left without a defined future because only a small fraction of them make it to the professional leagues.

While HBCUs continue to produce outstanding athletes who have a lasting impact on sports, society and the communities they represent, a number of factors contribute to the lack of resources and visibility these students receive. These factors include limited media coverage, resource disparities, conference affiliations, recruiting difficulties, and a dearth of corporate sponsorships.

Despite these obstacles, there have been initiatives in recent years to raise the profile of HBCU student athletics.

In 2022, AT&T introduced the Rising Future Makers student-athlete industry shadow trip program as part of its dedication to HBCU students.

The program invites a select group of student-athletes who are interested in the sports and entertainment industries from their partner institutions (NC A&T, FAMU, and Howard) to events like the NCAA Men's Final Four, Tribeca Festival, and College Football Playoffs. Students gain insight into the workings of the industry and talk with experts in the fields of entertainment, marketing and technology at each event.

Six students had the opportunity to meet with industry leaders during the 2023 NCAA Men's Final Four and HBCU All-Star Game Weekend in Houston thanks to AT&T. These professionals were all aware of the nuances of the industry's entry requirements and recognized the value of representation.

This year's Rising Future Makers, Justin Lamar and Cyari Young of Prairie View A&M University participated in the sessions to broaden their views. Over the course of the weekend, the shadow trip students and Rising Future Makers met with executives and industry professionals from AT&T, NCAA, CBS, Warner Bros Discovery, and Wasserman.

Shadow Trip Programming

The programming included a social justice panel, career readiness workshop, AT&T block party, NCAA Semi-Final Games, AT&T industry panel, HBCU All-Star game, AT&T executive discussion with Kellyn Smith Kenny chief marketing and growth officer, property panel with executives Chip Johnson of Warner Media, Tiffany Martin and Austin Moutry with NCAA, Wasserman panel with Thelma Hughes, Angel Reyes and Stephen Clarke and the NCAA championship game.

Visitors arriving in Houston for the HBCU All-Star Game gathered at the AT&T-sponsored social justice panel and welcoming reception for the HBCU All-Star Game.

During the reception, Charles Stein, corporate external affairs director for AT&T in the greater Houston area, participated in discussions with panelists to contextualize the significance of honoring HBCUs.

The second annual HBCU All Star Game, which was held at Texas Southern University and was telecast live on CBS during Final Four weekend, was sponsored by AT&T. The HBCU All-Star Game featured "the best in Black college basketball" as top athletes from HBCUs throughout the nation competed during college basketball's biggest weekend.

AT&T Dream In Black came onboard to provide support for Black college athletes beyond the court. The program recognizes the importance of education and offers resources and mentorship to help the student athletes succeed in their future endeavors, whether that be in the boardroom or elsewhere.

Ensuring that some fun was involved, AT&T held a Block Party in Houston's Discovery Green a few days ahead of the Final Four. The event featured both a concert and an activation space. Megan Thee Stallion headlined the show, which also featured performances by Omar Apollo and J.I.D.

Michelle Jordan, AT&T's chief diversity officer, oversees all DE&I initiatives across the company. During Final Four, she took a seat to talk about how she's enhancing and accelerating the company's initiatives to promote an inclusive culture while incorporating diversity principles into all facets of the company’s operations.

Jordan commented that she wants the students to benefit from their time on the ground at NCAA.

"We wanted to make sure that we committed to investing in students in the community. The Rising Future Makers industry shadow trip is an opportunity to take it a step farther,” added Jordan.

Challenges Faced By HBCU Athletes

Black college athletes encounter a number of obstacles that might make it difficult for them to be successful both on and off the field. The pressure to maintain a high level of academic and athletic performance is one of the biggest factors.

Many student athletes come from underserved communities and may not have access to the same resources and educational opportunities as their peers, making balancing athletics and academics even more difficult.

The invited athletes got together while on an NCAA shadow tour to talk about the difficulties they have as HBCU students and the sort of help AT&T Dream In Black can offer.

Eyana Dixon, a track and field athlete at Florida A&M University and a junior business administration student, acknowledged feeling under pressure to positively represent not only her institution but all HBCUs.

“Although I do feel pressure I know that I've been prepared by FAMU. Specifically the school of business, has molded me into not only a woman but a scholar. I’m built to take on challenges, that are thrown at me,” expresses Dixon.

Kendall Smith, a junior at Howard University studying finance and a volleyball player, described the stress of disappointing her ancestors as one of her concerns.

“Some days I'm tired. As an athlete, there's networking and business opportunities that you have to engage with, and to be honest a lot of times we want to sleep. I think what keeps me going and keeps me driven is remembering the position I’m in. I go back to my grandfather who was sharecropper and think about what he would do if he had these opportunities. I understand how this is a luxury to be able to make something of myself, and that’s what keeps me on course,” added Smith.

Jazmine Harrison, associate director for diversity talent acquisition at AT&T, and Kash McCloud, lead college recruiter for the diversity talent acquisition team, spoke with the students about digital fatigue, transferable skills, team building, and other topics during a career readiness panel.

As alumni of HBCU’s, Harrison who attended NC A&T and McCloud who attended Tuskegee University, were able to connect with the students authentically during the intimate workshop.

McCloud elaborated more on transferable skills. “When you think about sales and people hiring employees, people buy from people they like, people hire people they like and people work well with others they like. Be someone that others can find synergies with. You could be the smartest person in the room but if you don’t play well, nobody will want to include you and nobody will want to work with you,” stated McCloud.

As much as you want to develop and advance, McCloud continued, "Remember to work as a team because, if you support your peers, they will support you as well."

In Harrison’s role she stated it was extremely important that she worked in space where she allowed people to be seen, valued and heard.

Harrison encouraged students to show up in an intentional and purposeful way and to feel confident in themselves.

“You don't always have to hold the same beliefs or behave in the same ways to advance in your career, but we do need to have faith in the goals our team is working toward,” stated Harrison.

Life Outside of Sports

Because the program understands that long-term success outside of athletics depends on academic achievement, it aims to offer as much support in this area as it can.

It was crucial to comprehend the students' professional aims and the precise means through which the program could help them accomplish those goals.

Marcus Watson, a junior basketball and softball player studying liberal arts at North Carolina A&T University, discussed how the program could assist students in preparing for a successful career.

‘I’d like to learn how to navigate the business world as a Black professional. I want to know how to handle myself in business in a way that is very professional. I’m preparing to be at the top as a CEO and i want to reach back to teach the next generation. I think it's just as important to be able to give back as we get older and as we learn more,” tells Watson.

Chase Barrs, a senior basketball player at Florida A&M University studying business, wants to look into the prospect of aligning partnerships, NIL deals, and sponsorships for HBCU players in the same way that power five colleges do with student-athletes.

"Recently, a man asked me how much money we make from NIL. I haven't made anything as an HBCU student, nor have I had the opportunity to do so. Certain power five universities have substantial agreements that are transforming the lives of student athletes. Having representation or an outlet willing to give back to HBCUs and assist us in doing the same things that power five schools and other schools are doing with their student athletes would be huge," Barrs says.

Richard Ninamou, a senior track and field athlete studying business marketing, thinks AT&T should assist in creating a pipeline for student athletes to pursue careers after college.

“Prior to the end of my season, I tore my Achilles heel, but fortunately I have so much more going for me outside of sports. Many people don't think in those terms; instead, they simply attend college for the purpose of playing sports and being drafted to the league. There isn't always a backup strategy. For HBCUs, I believe we need a platform that aids athletes in life beyond sports. Something to encourage athletes to continue pushing forward,“ Ninamou remarked.

Career Development

When it comes to exposure, many students become one-track minded when it comes to athletics. While sitting with the students during the career development session, I saw that these students all have interests and talents outside of sports.

Jasmine Allen, AT&T's lead manager of marketing communications, sponsorships, and experiential marketing and a former NC A&T athlete, stated that what prepared her for life after sports was her ability to stay grounded in the mindset of who she was and her core values.

“I've been able to advance in my work by always being prepared, determined, and truly being a sponge by enabling myself to be open to learning new things that I don't know and developing new opportunities and strategies to things I think I already know. You don't always need to be in a leadership position to be a leader; you are already a leader on your own. If I could provide any advice, it would be to keep focus on your goals and remain prepared. Keep in mind that you are in the room for a reason and don't let impostor syndrome get to you,” shared Allen.

Jordan, stated AT&T Dream in Black is challenging these student athletes to tap into their innovative side, which can frequently lead to entrepreneurship and ventures outside of their field of study and athletics.

“The beautiful thing about Dream in Black, and particularly the Rising Future Makers program, is that we invest in a multi-dimensional beings. We're about connecting people to greater possibilities. We all have many gifts under our belt. This is about making sure that students have the exposure to make sure that they see, ‘I can make a difference in my community with my own nonprofit organization, I can be on top of the corporate ladder, I can go and be a partner and volunteer or learn more about an industry that I'm passionate about’. We want them to see they can do all of those things,” shared Jordan.

In order to help students achieve their aspirations, the Rising Future Makers initiative awards $5,000 to 25 HBCU students to invest in their entrepreneurial endeavor, organization, or community. Jordan affirms they are actually doing the work rather than just talking about it.

“We are supplying them with tools, offering them guidance, and setting up discussion boards where they can ask behind-the-scenes questions. The underlying goal here is to give the students minds the freedom to think in ways that are much different from what they may currently be able to see. Being multifaceted and pushing their limits while suppressing all negative thoughts in their minds are examples of this,” declares Jordan.

“The conversation has been edited and condensed for clarity.”