Driving Brand Impact at the HBCU Homecoming Pop Out Event

Historically Black Colleges and Universities (HBCU’s) are at the heart of creativity and community. They’ve shaped changemakers and innovators like Spike Lee, Megan Thee Stallion and more—visionaries whose impact reaches far beyond college campuses. Our most recent SiriusXM and Pandora’s HBCU Homecoming Pop Out was a celebration, honoring the culture, legacy, and energy of HBCU’s—powered by music, community, and the brands that showed up to sponsor this annual event. 

Hosted by Swaggy Sie, with sets from DJ Sugashae, and an incredible headline performance from Jeezy, the event pulsed with school spirit and brand expression. It brought together students and alumni to celebrate Black excellence in all its forms through music, art, and meaningful brand experiences.

Connecting with the Right Audiences

Getting in front of this audience matters for brands. Black Gen Z listeners 18-24 are driving the future of culture, and experiences like this mean more than just entertainment—they’re a reflection of their identity and community. These young Black listeners turn to music as their top mood booster and 71% say they love attending live events. At the HBCU Homecoming event, brands tapped into that energy, showing up with authentic, culturally rooted activations that connect brands and consumers in ways that resonate deeply. 

Brands Celebrate the Heart of Culture

Events like these give brands the opportunity to build meaningful connections with both messaging and unique experiences. Through a research study conducted with SRi at last year's HBCU event, we found that over 62% of attendees have a more positive opinion of sponsor brands after attending a franchise event, and 80% of event attendees plan to purchase a product from a sponsor.

From creative art activations to interactive experiences, sponsors like Cricket, The Home Depot, State Farm, and Tide proved that when brands align with culture and community, moments become lasting memories. 

Building Pride from the Ground Up

The Home Depot brought local talent and school spirit together by partnering with TSU alum and artist, Christian Green, to create a custom mural using materials sourced from The Home Depot. The mural captured the energy of the university and turned the brand’s footprint into a vibrant hub of creativity and pride. Meanwhile, branded umbrellas and high tables kept guests shaded and comfortable while they designed and colored their own mini mural stickers, adding their personal touch to the art wall. 

The Home Depot’s activation was an interactive way to celebrate TSU pride while reinforcing its long-standing commitment to building communities both literally and figuratively. 

Kicks, Culture, and Connectivity

Cricket Wireless brought the swag—keeping guests feeling fresh and ready for the day with a sneaker cleaning station and custom sneaker charms. One lucky fan even walked away with a pair of exclusive custom Cricket branded kicks, making the activation as memorable as it was Instagram-worthy. To sweeten the experience, the Cricket sprint van offered an interactive gaming setup—complete with prize giveaways, drawing crowds for fun, friendly competition before the music began.

Cricket’s creative activation merged self-expression with community and connection, proving to fans that the brand can keep them connected to what matters most. 

Hydration with a Purpose

State Farm’s branded hydration station provided attendees with water bottles to keep them hydrated throughout the day. And for every water bottle distributed (5K), they donated one to Second Harvest Food Bank (5K), bringing real impact to the community on campus and beyond. Students and alumni could scan a QR code on each bottle to learn more about the organization and how to get involved—creating a seamless bridge between on-site engagement and ongoing community service. 

Every small action can drive meaningful change, and State Farm’s activation was a powerful reminder that brands can align with the community and culture, while also staying true to its brand identity. 

Clean Style, Bright Smiles 

Tide brought their signature freshness to life as the official on-site photo booth sponsor. Their washing machine-themed setup (complete with bubbles and all) let fans snap branded digital photos to take with them beyond the event and across socials—plus, Tide sent them on their way with some samples in hand. 

The activation blended fun, function, and brand familiarity together—a creative twist on a household essential and an interactive, sharable moment that keeps Tide on consumers minds far after the festivities are over.

Showing Up Matters for Brands

Events like HBCU Homecoming represent more than just exposure, they’re an opportunity to show up authentically within the community, celebrate pride, and build real relationships with an influential audience. Activations like these show what’s possible when brands lean into culture with intention, because when music, creativity, and community collide, brand love follows.

In addition to our SiriusXM and Pandora franchise events like the HBCU Pop Out, we offer a wide variety of sponsorship opportunities like our SoundCloud Next Wave events that feature panels from notable industry figures, artist-centric workshops, and local live music showcases with the city’s hottest breakthrough talent. Not to mention showing up for big cultural moments like Big Game and Race Weekend.

And if podcasting is your thing, join us as we hit the road for IRL podcasting experiences with hit shows like SmartLess. With how well consumers respond to podcasts, your brand is bound to get a boost. 

If you want to get your brand involved in the next SiriusXM and Pandora franchise event, hit us up.

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