HU Hoops: Business is Booming, Brand is Boosting
Hampton's George Beale Jr. lines up a shot over Howard's Cameron Shockley-Okeke during one of the two teams' historic HBCU rivalry games on February 1, 2025 in Washington, D.C. (BL Harewood / The Hampton Script)
In recent months, Hampton University Athletics has successfully made several business and marketing decisions for the sake of boosting the brand and promoting a hopeful future. From television deals to hair care partners, the basketball program has been at the forefront of it all, helping reshape the university’s image on a national scale.
In November, Hampton announced its partnership with Monumental Sports Network for the 2024-2025 basketball season. Covering the DMV-area and reaching over three million households, the network committed to airing 18 Pirates games this winter—nine apiece for both the men’s and women’s teams.
“For the athletics department we are having a lot of change and we are having a lot of successful changes,” said Alexander Shaffer, Director of Strategic and Broadcast Communications. “To be on a cable network increases our brand awareness [and] is a big deal.”
With Monumental’s regional coverage, Shaffer believes the additions of men’s head basketball coach Ivan Thomas, a Norfolk native, and women’s head basketball coach Tamisha Augustin, a Hampton native, made the deal more probable.
“With Hampton being in the 757, I think Monumental is looking at two new head coaches that are local and also had a lot of success where they've been. I think they can get a program that's on the up and coming.”
Trevor Smith sets up a play during a home game versus William & Mary on January 16, 2025. (BL Harewood / The Hampton Script)
Though all games are currently streamed via FloSports, Assistant Director of Athletics Mike Ballweg says by the spring Hampton plans to expand its partnership with Monumental across all sports.
Over the holidays, Hamptonians were also given new hair care products to endorse when Mielle Organics announced a multi-year partnership with the Lady Pirates at the beginning of the season.
Monique Rodriguez, the CEO of Mielle, shared her excitement about the partnership in a press release:
“As champions of women in sports and HBCU excellence, we are proud collaborators in empowering the next generation of athletes who will shape the future with confidence and pride in their textured hair.”
Adding to their list of good fortune, Pirates fans around the country were more than pleased to find out that CBS Sports would televise four men’s games this season, including an HBCU Showcase versus Howard University.
“I think that the basketball team being broadcast on CBS Sports is such a big step in the right direction for our athletics program and Hampton University as a whole,” said Hampton student Reagan Carter. “HBCUs don’t normally get national coverage and this visibility will entice future sponsors and supporters to want to partner with Hampton.”
With conference play in full swing, Coach Thomas hardly bats an eye at television appearances and impact games. He says they only challenge the team’s mindset, neither adding nor subtracting from their preparation.
“When we set certain goals for ourselves we must ‘run faster, jump higher’ or remain behind,” said Thomas.
Carter believes Hampton has made financial stability a priority, noting its transitions from the MEAC to the Big South to the CAA as an effort to gain more notability, recognition, and money. Aspiring to work in sports law, she sees this strategy greatly benefiting players by allowing them to compete on a bigger stage and against more upper-level competition.
Luckily, players like Pirates guard Noah Farrakhan are luckily no strangers to a big stage. Known for a viral poster dunk during his high school days at IMG Academy, before rocking the blue-and-white, he also competed in the Big 12 conference at West Virginia University.
Noah Farrakhan, once a viral sensation coming out of IMG Academy, decided to take his talents to Hampton after beginning his career at West Virginia University. (BL Harewood / The Hampton Script)
“It’s definitely a different atmosphere playing in front of [an HBCU crowd],” he said. “It gives you new motivation. It’s a different kind of pressure, but pressure makes diamonds.”
Though he enjoys the enticing cultural aspects of such matchups, Farrakhan views them as just another opportunity to perform. With the Pirates playing in back-to-back prime-time games against North Carolina A&T and William & Mary, he hopes to get into his groove and outshine every light in the arena.
Carter, who was selected to join the NBA x HBCU Fellowship program and work for the Los Angeles Lakers last summer, understands that a brand’s focus should be to create the best possible product in order to ultimately generate more revenue, ticket sales, and viewership.
“One thing [the Lakers] taught me was ‘knowing who you are and being the best at what you do,’” said Carter. “I think if Hampton has this mindset they could really elevate the brand to be extremely notable among all colleges.”
