P&G HBCYOU Tour returns with HBCU GO for 2026-27

Procter & Gamble and HBCU GO relaunched the P&G HBCYOU Tour for the 2026-27 academic year, with the campus tour already underway and set to run through February 2027. The partnership is designed to connect P&G brands with HBCU students through campus events, product activations and a new HBCU GO original series.

Why it matters: - The tour puts P&G brands directly in front of HBCU students during key campus moments, including back-to-school, football season and Homecoming. - The partnership extends a broader effort to support HBCU communities with products, experiences and student-focused programming. - The relaunch also gives HBCU GO a platform to expand its original content around Black college culture.

What happened: - Procter & Gamble and HBCU GO announced the return of the P&G HBCYOU Tour Powered by HBCU GO for the 2026-27 academic year. - The tour began on August 10 and is scheduled to continue through February 2027. - Planned stops include Southern University, Texas Southern University, Spelman College, Morehouse College, Hampton University, Florida A&M University and North Carolina A&T. - The tour will also appear at events including the HOPE Labor Day Classic, Battle of the Real HU and the Bayou Classic.

The details: - The tour will feature P&G brands including Tide, Swiffer, Bounty, Crest and Always. - Students will be able to visit the P&G House of Everyday Essentials at each stop. - The activation includes the Dreamers’ Studio, which is designed to help students think about future careers. - The Kickback Corner will host conversations focused on the student experience. - The Everyday Essentials Shop will offer product sampling and giveaways. - HBCU GO on the Yard will highlight HBCU sports, school pride, live game content, music and social storytelling. - Students will get an early look at Crowned, a new original series co-produced by HBCU GO and P&G. - Crowned celebrates the culture, traditions and legacy of HBCU kings and queens. - The series is set to premiere on August 30 on HBCU GO. - The tour is intended to showcase traditions, ambition and everyday stories tied to HBCU life while introducing students to P&G products and resources.

Between the lines: - P&G framed the tour as part of a long-running relationship with HBCUs, with company leadership citing more than a century of support. - Allen Media Group sees the partnership as a way to broaden the reach of HBCU stories to wider audiences. - The activation blends marketing and community-building, giving P&G a direct campus presence while giving HBCU GO a content pipeline tied to live events.

What's next: - The tour will continue hitting campuses and marquee HBCU events through February 2027. - P&G and HBCU GO will use the tour to promote the #HowWeHBCYOU conversation across social channels. - Crowned will debut on HBCU GO on August 30. - The complete tour schedule is available in the attached materials.

The bottom line: - P&G and HBCU GO are turning the HBCU campus calendar into a yearlong branding and content platform, with students at the center of the rollout. - More information is available at Allen Media Group and P&G news.