P&G HBCYOU Tour Powered by HBCU GO Returns.....

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P&G HBCYOU Tour Powered by HBCU GO Tour Returns for 2026, Bringing HBCU GO, “Crowned” and Campus Activations to Students Nationwide

The fourth annual P&G HBCYOU Tour Powered by HBCU GO will visit Southern University, Spelman, Morehouse, Hampton, Florida A&M, North Carolina A&T, and other HBCU campuses during the 2026–27 academic year.

Procter & Gamble and HBCU GO are taking the P&G HBCYOU Tour back on the road for the 2026–27 school year, bringing major P&G brands, student experiences, HBCU sports and a new original series directly to Historically Black Colleges and Universities across the country.

The tour, which kicked off Aug. 10, will make stops at Southern University, Texas Southern University, Spelman College, Morehouse College, Hampton University, Florida A&M University and North Carolina A&T. It will also appear at major HBCU events including the HOPE Labor Day Classic, Battle of the Real HU and Bayou Classic.

P&G brands including Tide, Swiffer, Bounty, Crest and Always will be featured throughout the tour, which stretches from back-to-school season through football games, Homecoming celebrations and other major moments on the HBCU calendar.

At the center of this year's experience is the P&G House of Everyday Essentials, an interactive campus activation designed around student life.

The space includes the Dreamers’ Studio, focused on career aspirations; the Kickback Corner, built around conversations about the student experience; and an Everyday Essentials Shop, where students can sample products and take home giveaways.'

HBCU GO on the Yard will add live sports content, music, school pride, and social-media storytelling to the experience.

Students will also get an early look at Crowned, HBCU GO's new original series co-produced with P&G. Premiering Aug. 30 on HBCU GO, the series explores the culture, traditions and legacy surrounding HBCU kings and queens.

“Our P&G brands have been part of families’ lives for generations, and P&G has supported HBCUs for over a century,” said Lela Coffey, vice president of NA User Growth Accelerator at Procter & Gamble, calling the initiative an ongoing “ecosystem of support” for students from their freshman year through graduation.

For Byron Allen, founder, chairman and CEO of Allen Media Group, the partnership also creates an opportunity to bring HBCU stories to a wider audience.

“Each year, this partnership gives us a tremendous opportunity to meet HBCU students where they are, celebrate their experiences, and share those stories with audiences worldwide,” Allen said.

Now in its fourth year, the P&G HBCYOU Tour Powered by HBCU GO combines brand activations with HBCU culture, sports, and student storytelling at a moment when colleges are welcoming students back to campus and preparing for one of the biggest stretches of the HBCU social calendar.

Students and alumni can follow the tour conversation through #HowWeHBCYOU.