When Deion Sanders became Jackson State’s head football coach in September of 2020, both the program and the country were in states of uncertainty.
The pandemic had shut the country down for six months, and many universities delayed the start of their fall season.
That year, Sanders led the Tigers to a 4-3 record. It was an improvement from JSU’s 2019 record of 4-8 and a sign of good things to come.
In 2021, Sanders led the team to a regular-season record of 11-1 and a Celebration Bowl appearance. There, unfortunately, they were mauled by South Carolina State, 31-10.
But Primetime had firmly secured his presence in Mississippi.
More importantly, his efforts garnered renewed attention for HBCU programs, resulting in an influx of money and former NFL talent including Eddie George at Tennessee State and, more recently, Hue Jackson at Grambling State.
Sanders also attracted talent to his program.
When he signed top recruits Travis Hunter and Kevin Coleman, college football traditionalists lost their minds. They immediately questioned and attacked the heritage, credibility, legacy and proposition of HBCU institutions and programs.
But the resentment didn’t bother coach Prime. He was too busy building something special at Jackson State and ushering in a new era for Black College football.
In February, he made another big splash when he announced 2022 would be the last time the Tigers participated in the Southern Heritage Classic.
The annual game in Memphis pits Jackson State against Tennesee State. Since the Classic began on September 8th, 1990, the two teams have met a total of 28 times.
It was unwelcome news for the local community which benefits greatly from the game and the presence of the two former NFL All-Pros.
“The Memphis business community, including small Black-owned businesses, many of which are mom and pop businesses, will suffer incalculable damage,” wrote TSU president Glenda Glover in a statement. “These businesses rely on contracts that are generated as a result of activities associated with the game and purchase supplies and other items in preparation for this annual event.”
But Deion’s goal isn’t to hurt the community. Rather, it’s to help improve Jackson State’s present and future.
“It’s a hustle,” Sanders said on the Pardon My Take podcast about the Classic (although he didn’t mention it by name). “We’re losing money, tremendously. This particular classic that you’re talking about, first of all, why would two colleges need a promoter? You’re two colleges and you have A.D.s, why would you need a promoter, that’s No. 1.
“Secondly, I think the fee was like over 30 years, $6 million. That’s peanuts. So by the time you take seven buses for the band, four buses for the players, couple (buses) for people, assistants, hotel accommodations, food, you’re out of that. That $180-200 grand, you’re out of that. So you didn’t make nothing. You really came up there on a blank trip. We gotta stop that foolishness. The first thing we need to take care of as HBCUs is the business aspect of everything, and that’s something we’re changing right now. We’re taking care of business.”
Learning of the game’s financial reward makes it hard to argue with Sanders.
His presence and success demand more from those who want to be a part of it. That includes the media, opponents, sponsors, promoters and business partners.
For far too long, HBCUs have been overlooked and undercapitalized, especially as it relates to athletic department operating budgets.
Jackson State’s budget is roughly $7.7 million.
Southern Mississippi, which is the smallest FBS school in the state, has an operating budget of approximately $25.5 million.
Even North Dakota State, which has won nine of the last eleven FCS titles, has an operating budget of almost $25 million.
This financial disparity is why Deion Sanders is leaving the Classic. He recognizes they can’t do what was done previously.
In order to compete, they need more money and resources. Period.
But the Classic isn’t letting Sanders, Jackson St. or the SWAC leave that easily, especially when there are two years remaining on the contract.
The game’s organizers, Summit Management Corporation, filed a lawsuit against the three parties seeking damages for their decision to end their participation in the game.
Classics are HBCU football staples. To leave a major one such as the Southern Heritage Classic is seldom seen.
But in order to compete, Deion Sanders and the JSU administration know they must secure more lucrative opportunities. While they haven’t disclosed what those could be, pay-for-play games come to mind.
Last September, UCLA agreed to play Alabama State in 2022 and North Carolina Central in 2023. Those two schools will be paid $590,000 and $700,000, respectively.
That’s more than two to three times what Jackson St. has earned annually from playing in the Southern Heritage Classic. With Deion at the helm, Jackson St. is a very attractive pay-for-play candidate.
While it’s unfortunate to see an interstate rivalry end, the economics of college football make this an understandable and justifiable choice for coach Sanders.
Deion once rapped, “Must be the money.”
As head coach of the Jackson St. Tigers, that still holds true.
