Denny's + The Orange Blossom Classic: A HBCU Winning Partnership

 

Denny's sponsorship of the Orange Blossom Classic(OBC) sends a powerful message to both Black consumers and HBCUs as Denny's continues to build trust and loyalty among Black consumers.  

With it’s previous success decades ago, it was destined to become another fan favorite as fans, alums, students of Historically Black Colleges and Universities (HBCUs), and sports enthusiasts ascend on the tropical oasis city of Miami Gardens, Florida to see Jackson State University Tigers take on Florida A&M University Rattlers.

Now in its third year, the Denny's Orange Blossom Classic consists of multiple events focused on community, education, empowerment, and family fun. Components of the activations included:

The four-day Labor Day weekend has generated more than $20 million for South Florida's economy since its re-inception, with a large percentage benefiting small and minority-owned businesses.

The Classic has also generated more than $2 million in financial investment for the participating universities. Organizers credit partners such as Denny's for making this possible.

Events features the high-stepping, bass line-dropping JSU's Sonic Boom of the South and FAMU's world-renowned, Incomparable Marching 100 bringing the Rattler strike!

The campaign made national news each year with local coverage on every local network, newspaper and Black media outlets. Coverage includes: Sports Illustrated, Black Enterprise, Yahoo Finance, HBCU Sports, Tallahassee Democrats, Miami Times and HBCU Gameday. Earning more than 23 million impressions via media and social media.

ABOUT THE ORANGE BLOSSOM CLASSIC

Founded in 1933 by the son of Florida A&M University's president J.R.E. Lee Jr., the inaugural Orange Blossom Classic welcomed 2,000 fans to the "blacks-only" ballpark in Jacksonville, Fla., where FAMU beat Howard 9-0 and successfully established the foundation of HBCU classics.

After a 43-year hiatus, the Orange Blossom Classic was re-established in 2021 with a mission to enhance the exposure of Historically Black Colleges & Universities. In its second year, the OBC attracted thousands of fans, alumni, school members, and family members, highlighting interest in HBCUs and their roles in educating aspiring professionals and developing future leaders.

Its main goal remains to raise scholarship funds for the participating schools for years to come, helping to support the knowledge and experience offered by the discipline, commitment, and dedication it takes to be a Historically Black College & University student.