HBCU All-Stars LLC

What HBCU All-Stars LLC does

HBCU All-Stars LLC is a privately held, Black-owned sports marketing, media, and events company headquartered in Atlanta, Georgia, founded in October 2019 by Travis L. Williams (CEO) and Kya Williams (CFO) following Travis Williams's 17-year coaching career. The company's core product is the annual HBCU All-Star Game, a men's and (as of 2025) women's basketball showcase held during the NCAA's College Basketball's Biggest Weekend / Men's Final Four, with editions staged in New Orleans (2022), Houston / Texas Southern (2023), Phoenix / Grand Canyon (2024), San Antonio (2025), and Indianapolis scheduled for 2026; the event is complemented by a first international tour (Paris / Quai 54, June 2024), a Pro Day Combine that drew scouts from 25 of 30 NBA franchises in 2025, and the ATL HBCU Challenge high school showcase. A 501(c)(3) non-profit affiliate, the HBCU All-Stars Foundation, administers scholarships of $250–$1,000 for HBCU-bound and HBCU-enrolled students.

The company generates revenue across five principal streams: event ticketing (Ticketmaster and GoFan), corporate sponsorship and marketing partnerships (Nike, Coca-Cola, AT&T, Buick, Capital One, Unilever, United Airlines, Marriott Bonvoy, CBS Sports, and others), merchandise (apparel and accessories sold through the HBCU All-Stars online shop), college admissions fair services, and Black Business Expo vendor fees. Its customer base spans HBCU student-athletes (primary), HBCU coaches and athletic programs, high school students in Atlanta Public Schools and Fulton County Schools, corporate brands seeking HBCU market access, and individual donors. The company operates with a lean team of 6 employees plus an extended roster of event-day consultants and directors, and relies on standard SaaS platforms (JotForm, Givebutter, SignupGenius) rather than proprietary technology for ticketing, applications, donations, and volunteer coordination. It is not venture-backed and maintains family-controlled ownership.

Name

HBCU All-Stars LLC

Legal name

HBCU All-Stars LLC

Website

https://hbcuallstarsllc.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

HBCU All-Stars LLC is a Black-owned, Atlanta-based sports marketing and events company that produces the annual HBCU All-Star basketball games, the ATL HBCU Challenge, and the HBCU All-Stars Foundation scholarship program, serving HBCU student-athletes, coaches, and corporate sponsors.

Ownership category

akta.pro rank

Product category

Sports Marketing & Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121)

akta.pro primary industry

College/University Sports Events (NCAA & equivalents) (MPAGAMAE)

akta.pro secondary industry

Collegiate Athletic Conferences & Associations (MPAKACAA)

Keywords

• Sports marketing services
• HBCU basketball events
• Athletic showcase events
• Corporate sponsorship activation
• College admissions fairs

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Event Ticketing: Revenue generated from ticket sales for the HBCU All-Star Games, ATL HBCU Challenge, and ancillary events. Tickets sold through Ticketmaster and GoFan platforms.
2. Sponsorship & Marketing Partnerships: Corporate sponsors pay for branding, marketing, and promotional rights associated with HBCU All-Star events. Includes visibility at games, digital presence, and experiential marketing opportunities.
3. Merchandise Sales: Sale of official HBCU All-Stars merchandise including apparel (sweatshirts, hoodies, sweatpants), accessories (tumblers, snapback hats) through the company's online shop.
4. College Admissions Fair Services: Revenue from HBCU college admissions and scholarship fairs held in conjunction with basketball events, connecting HBCUs with prospective students.
5. Black Business Expo: Revenue from vendor booth fees for Black Business Expo events held during ATL HBCU Challenge.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

HBCU All-Stars LLC is a Black-owned sports marketing, media, and events company that produces the annual HBCU All-Star Game (men's and women's) during NCAA March Madness weekend, the ATL HBCU Challenge high school showcase, Pro Day Combines, and college admissions/scholarship fairs. The company sells corporate sponsorship packages, NIL and athletics consulting services, branded merchandise, and event tickets, while operating the HBCU All-Stars Foundation 501(c)(3) scholarship program.

Product overview

HBCU All-Stars LLC is a Black-owned sports marketing, media, and events company operating a platform-plus-events model centered on the annual HBCU All-Star Game (men's and women's). The core product portfolio includes the flagship HBCU All-Star Game events held during College Basketball's Biggest Weekend, the ATL HBCU Challenge high school showcase, the HBCU All-Stars Foundation scholarship program, Pro Day Combine, and the College Admissions & Scholarship Fair. Supporting service offerings encompass marketing/sponsorships, NIL & athletics consulting, player development, media exposure services, motivational seminars, ancillary events, and an internship program. The company also operates a merchandise sub-brand. All products and services are designed to provide Exposure, Access, Recognition (EAR) and Opportunities, Resources, Results (ORR) to HBCU students, student-athletes, and coaches.

Differentiator

Problem solved

Functional benefit

Products and services

• HBCU All-Star Game Annual showcase event featuring the nation's top HBCU basketball players in men's and women's all-star games, held during College Basketball's Biggest Weekend and NCAA Men's National Championship. Tickets sold via Ticketmaster.
• ATL HBCU Challenge Annual high school basketball showcase event in Atlanta featuring top Atlanta Public Schools and Fulton County Schools teams, rivalry games, battle of the bands, college admissions fair, and Black Business Expo.
• HBCU All-Stars Foundation Scholarship Scholarship program offering awards ranging from $250 to $1,000 for high school seniors and current HBCU students, supporting academic excellence and community impact, funded through donations via Givebutter.
• College Admissions & Scholarship Fair Live college admissions fair held in conjunction with HBCU All-Star and ATL HBCU Challenge events, connecting HBCU colleges and universities with prospective students and offering scholarship information.
• Pro Day Combine NBA-standard professional development combine designed to connect HBCU athletes with scouts from professional basketball organizations, providing exposure and pathway to professional opportunities.
• Marketing/Sponsorships Services B2B sports marketing and sponsorship sales service offering corporate brands branding, marketing, and promotional rights at HBCU All-Star events, including on-site visibility, digital presence, and experiential marketing opportunities.
• NIL & Athletics Consulting B2B consulting service for HBCU athletic programs covering coaching recruitment, leadership training, departmental reviews, marketing/promotions, and fundraising strategies, plus Name, Image, and Likeness advisory.
• HBCU All-Stars Merchandise Official branded merchandise including apparel (hoodies, sweatpants, shirts) and accessories (tumblers, snapback hats) sold direct-to-consumer through the company's online e-commerce shop.

Quantifiable outcome

• First active HBCU All-Star alum on NBA roster (Javonte Cooke, Portland Trail Blazers)
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

25 partnerships are on record, tiered core, major and minor.

• Quai 54 World Streetball ChampionshipcoreStrategic or Co-development Partner · 19 June 2024International streetball tournament in Paris, France. HBCU All-Stars participated in June 2024, marking first international tour and collaboration for the organization.
• AT&TmajorGTM or Marketing PartnerMajor telecommunications brand sponsoring HBCU All-Star events, providing visibility during national basketball showcase events.
• BuickmajorGTM or Marketing PartnerAutomotive brand supporting HBCU All-Star events as part of cultural marketing and HBCU community engagement initiatives.
• Capital OnemajorGTM or Marketing PartnerFinancial services company sponsoring HBCU All-Star events as part of brand marketing and diversity initiatives.
• Coca-ColamajorGTM or Marketing PartnerGlobal beverage company supporting HBCU All-Star events and cultural initiatives celebrating Black excellence.
• NikecoreGTM or Marketing PartnerAthletic apparel brand providing sportswear and equipment partnerships for HBCU All-Star Games and player development.
• Marriott BonvoymajorGTM or Marketing PartnerHotel and hospitality partner providing accommodation support for visiting teams, scouts, and event attendees.
• United AirlinesmajorGTM or Marketing PartnerAirline partner supporting HBCU All-Star international tours and domestic travel for events.
• UnilevermajorGTM or Marketing PartnerConsumer goods company supporting HBCU All-Star events with brands including Dove for personal care marketing initiatives.
• Pizza HutminorGTM or Marketing PartnerQuick service restaurant brand sponsoring HBCU All-Star events and fan engagement activities.
• JostensminorGTM or Marketing PartnerGraduation and achievement products company providing championship rings and commemorative items for HBCU All-Star events.
• Reveal SuitsminorGTM or Marketing PartnerSuit and professional attire brand providing 'Dress for Success' programs for HBCU student-athletes through the Career Transition Program.
• USA BasketballcoreGTM or Marketing PartnerNational governing body for basketball in the US providing legitimacy and pathway connections for HBCU All-Star players.
• Buffalo Wild Wings (BWW)minorGTM or Marketing PartnerRestaurant chain sponsoring HBCU All-Star events and fan viewing experiences.
• Dove (Unilever)minorGTM or Marketing PartnerPersonal care brand under Unilever supporting HBCU All-Star initiatives and self-esteem programs.
• IntuitminorGTM or Marketing PartnerSoftware company providing financial technology tools and literacy support for HBCU All-Star programs.
• Majic 107.5/97.5minorGTM or Marketing PartnerAtlanta radio station providing media coverage and promotional support for HBCU All-Star events.
• PratersminorGTM or Marketing PartnerPraters Flooring company sponsoring HBCU All-Star events and facility improvements.
• The BoxminorGTM or Marketing PartnerLocal/regional brand supporting HBCU All-Star events and community initiatives.
• Praise 921minorGTM or Marketing PartnerGospel radio station providing media coverage and community engagement for HBCU All-Star events.
• WernerminorGTM or Marketing PartnerTrucking and logistics company sponsoring HBCU All-Star events and transportation initiatives.
• Black Voters MatterminorGTM or Marketing PartnerGrassroots civil rights organization partnering on social justice initiatives within HBCU All-Star events.
• Georgia State UniversitycoreStrategic or Co-development PartnerHost venue partner for ATL HBCU Challenge events at Georgia State University Convocation Center, providing world-class basketball facilities.
• CBS SportscoreGTM or Marketing PartnerMajor sports network providing broadcast coverage and media exposure for HBCU All-Star Games.
• United Negro College Fund (UNCF)coreGTM or Marketing PartnerHistoric HBCU support organization collaborating with HBCU All-Stars on visibility and scholarship initiatives.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• SLAM Magazine: SLAM is a long-running basketball media brand covering high school, college, and pro basketball with editorial, social, and event presence. It is comparable to HBCU All-Stars in its basketball-only focus and youth/grassroots athlete coverage, and competes for basketball sponsor attention.
• Andscape (formerly The Undefeated): Andscape is The Walt Disney Company's platform covering Black sports, culture, and life, including significant HBCU and basketball coverage. It is comparable because it monetizes the same audience (Black sports fans, HBCU community) with sponsorships, content, and event IP at much greater scale.
• McDonald's All-American Game: The McDonald's All-American Game is the marquee U.S. high-school basketball all-star event operated by an experienced sports property owner on behalf of McDonald's. It is comparable because it uses the all-star showcase model (elite HS athletes, corporate presenting sponsor, broadcast) that HBCU All-Stars also employs, with much larger historical scale.
• Nike Hoop Summit: Nike Hoop Summit is an annual elite high-school all-star basketball event produced by Nike featuring top international and U.S. prospects. It is comparable because it operates the same showcase/all-star game format for elite amateur basketball talent, with corporate-sponsored, broadcast-ready production, and competes for similar attention and sponsor dollars.

Direct peers

• HBCU Buzz: HBCU Buzz is a digital media brand covering HBCU news, sports, and culture, with social reach and sponsor partnerships aimed at HBCU audiences. It overlaps with HBCU All-Stars in audience, advertiser targets, and HBCU sports content rights.
• Big3: Big3 is a professional 3-on-3 basketball league founded by Ice Cube that runs showcase-style events, similar in operating model (event-driven, sponsorship-led, brand-anchored) to HBCU All-Stars. It is a relevant peer because it competes for sports-marketing sponsorships and live-event audiences with a basketball-only IP.
• HBCU Gameday: HBCU Gameday is a media platform covering HBCU athletics with original content, rankings, and event coverage. It is comparable because it monetizes attention around HBCU sports through sponsorships and content, intersecting with HBCU All-Stars' audience and corporate sponsor base.
• The Basketball Tournament (TBT): TBT is a high-profile summer basketball single-elimination tournament featuring alumni teams, including HBCU representation, with a winner-take-all prize. It is comparable to HBCU All-Stars because it packages marquee basketball events around fan engagement, sponsorship, and broadcast distribution rather than league play.

Regional players

• Quai 54 World Streetball Championship: Quai 54 is the premier international streetball tournament held annually in Paris, and an existing HBCU All-Stars partner from the June 2024 tour. It is comparable because it operates an event-driven basketball IP targeting global streetball and HBCU-adjacent audiences, with sponsorship and broadcast monetization, but is geographically anchored in EMEA.

Others

• United Negro College Fund (UNCF): UNCF is the largest HBCU-focused nonprofit, funding scholarships and institutional support. It is comparable as a thematic peer given HBCU All-Stars' Foundation scholarships and partnership with UNCF, but it does not directly compete; it is a potential partner and donor channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HBCUAllStarGame
• YouTubeyoutube.com/channel/UCPUicwUScSyfRwNuznG6ymA
• Facebookfacebook.com/HBCUallstargame
• Instagraminstagram.com/hbcuallstargame
• LinkedInlinkedin.com/company/hbcu-all-stars-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HBCU All-Stars LLC