The Prime Time Renaissance
The impact of Deion Sanders creating an HBCU powerhouse
Deion Sanders's tenure at Jackson St has dramatically shifted the trajectory of HBCUs; yet, among all the publicity and hype, questions of the future loom and dangerous ignorance of the rich history endures.
Long before the Civil Rights movement, black youth in the United States experienced severe racial discrimination — most were not allowed to be educated. In 1837, Richard Humphreys established the African Institute in Pennsylvania to teach those society deemed unworthy.
It was the first school of its kind. The first HBCU.
Currently, over 100 proud HBCUs exist.
These historic universities have produced prominent scholars and illustrious athletes but have always lived in the shadows of larger PWIs and received minimal recognition despite their impressive feats.
HBCU football legend Doug Williams is a shining example of an overlooked overachiever.
Williams attended Grambling State from 1974-1977 and played quarterback under coach Eddie Robinson — a fantastic coach but an even better man.
Robinson ingrained the importance of legacy and history into his players while molding them into their best selves on and off the football field.
Under the guidance of coach Robinson, Williams led Grambling to three SWAC championships and was named Black College Player of the Year twice.
Williams was a highly talented player, leading the NCAA in all-purpose yards, passing yards, and touchdown passes during his college career but was scouted by only one NFL team.
He went largely unnoticed. He was counted out — par for the course.
Still, Williams defied the odds and went on to have a successful NFL career, even becoming the first black NFL quarterback to start and win a Super Bowl in 1988.
In his post-playing years, Williams has honored the legacy and history of HBCUs by creating the Black College Football Hall of Fame and the Legacy Bowl to provide recognition and publicity for those more than deserving.
Williams even went back to coach at Grambling from 1998-2003, leading the football team to three consecutive SWAC titles; however, despite their success, they received little to no attention. Grambling was winning, but they lacked a character with a personality that was impossible to ignore.
Enter Deion “Prime Time” Sanders.
Sanders took the head coaching job at Jackson State in 2020, ushering in a new era at HBCUs via his electric personality, emphasis on athletic excellence, and robust relationships.
With his arrival came the “Prime Time Renaissance” — Sanders came in a package deal with an Under Armour partnership, he built a new football field collaborating with Walmart and he is captaining plans to build a new stadium.
Furthermore, Sanders signed the first 5-star recruit in HBCU and FCS history and has created numerous NIL opportunities for his student-athletes at a university not known for its wealth.
Thanks to Prime Time, more eyes are on Jackson State and HBCUs than ever before.
As Williams said, Sanders has been a massive “shot in the arm.”
Recently, rumors have swirled regarding Sanders’ future at Jackson State — other Power Five programs have taken note of his coaching success and powerful influence. Some believe he will leave once his son, Shedeur Sanders, graduates or gets drafted.
All coaches dream of taking up a job at a powerhouse university, but Sanders will certainly take heat for leaving an HBCU in favor of a paycheck and fame.
The most important question is, what will happen to Jackson State and HBCU football if he leaves? Will the media go back to neglecting HBCUs? What will happen to Sanders' gifts and partnerships? Will the future stadium even be built?
Sanders has done so much on his own dime that people do not know what authentic partnerships and deals will remain if he moves on. In the end, the true tell will be whether or not the TV networks leave with Sanders.
Were they in it for the money and to make a quick splash? Or was the media in it for real?
Only time will tell.
Williams believes the responsibility to maintain Jackson State’s athletic excellence and popularity resides with the athletic directors — it's on them to keep the ball rolling.
Nobody can fill Prime Time-sized shoes, but if he does leave, Jackson State and the other HBCUs must do everything in their power to build on their progress.