For the fifth consecutive year, Cricket Wireless returns as the title sponsor of the Cricket Celebration Bowl—an event that has grown into far more than a championship football game. For Cindy Rozier, Assistant Vice President of Brand, Media, Advertising, and National Sponsorships at Cricket Wireless, the partnership represents a deeper, long-standing commitment to Historically Black Colleges and Universities and the communities they serve.
Cricket’s relationship with HBCUs dates back to 2018, rooted in a belief that these institutions are cultural drivers with influence far beyond the field.
“These institutions and their communities shift culture,” Rozier shared. “Being the title sponsor of the MEAC/SWAC Challenge Kickoff and Celebration Bowl games allows us to connect with fans and students in a meaningful way, celebrating achievements on and off the field.”
Authenticity at the Center of Sponsorship
What sets the Celebration Bowl apart is its role as a cultural gathering—a winter homecoming that brings together football, marching bands, alumni, students, and communities from across the country. Cricket’s approach to sponsorship is grounded in authenticity, ensuring the brand shows up in ways that resonate with HBCU students and alumni.
To do that, Cricket works closely with its HBCU Campus Ambassadors and taps into the perspectives of alumni across the company and its agency partners. That representation carries through to their creative work.
“Our recent commercial spots feature current ambassadors, and many of the production staff who brought these ads to life are alumni,” Rozier explained. “That connection matters.”
Impact Beyond Game Day
The Celebration Bowl weekend extends well beyond kickoff, featuring community events, student programming, and the beloved Band of the Year showcase. According to Rozier, Cricket’s investments are guided by listening—particularly to students and campus leaders.
“By focusing on programs that empower, we ensure our investments go beyond gameday and have a lasting positive impact,” she said.
That long-term impact is how Cricket defines success. While traditional marketing metrics still matter, they don’t tell the full story.
“Success for us is measured by the positive outcomes we help create,” Rozier noted. “The feedback we receive onsite from fans is sometimes the most meaningful and rewarding. We look at real-world impact, not just the numbers.”
Investing in the Next Generation
One of Cricket’s most impactful initiatives tied to the Celebration Bowl is the HBCU Campus Ambassador Program, which gives students hands-on experience developing and leading marketing plans on their campuses. Since 2021, 43 students have participated in the program.
Beyond marketing experience, Cricket also connects ambassadors with the Boys & Girls Clubs of America, creating opportunities for mentorship and exposure to future career paths.
“It’s about building professional skills while also giving back,” Rozier said.
The Power of Storytelling
With more than 30 years in the wireless industry—including launching Aio Wireless, rebranding Cricket, and helping bring the iconic Cricket characters to life—Rozier views storytelling as central to the brand’s success.
“You can’t have marketing without storytelling,” she explained. “And data helps drive those decisions.”
That approach has paid off. Cricket’s recent HBCU-focused commercial spots delivered standout performance, with EDO reporting that the :15 HBCU Engineering ad outperformed the 12-month benchmark by over 50%.
Storytelling also comes alive through cultural moments—like this year’s collaboration with former HBCU drum major and influencer Isaac Williams. Through innovative content and the Cricket 5G Mace, fans were brought closer to the heartbeat of HBCU culture: the marching bands.
“Cricket Wireless gave viewers an immersive, up-close look at the sights and sounds of HBCU bands,” Rozier said.
Intentional Partnerships, Lasting Impact
Ensuring cultural relevance doesn’t happen by chance. Rozier emphasized that Cricket is intentional about working with agencies that understand and reflect the communities they serve.
“We look for a proven track record and value their insight as a sounding board to ensure our campaigns are impactful,” she said.
Looking Ahead
As Cricket continues its involvement with HBCU athletics and the Celebration Bowl, Rozier is most excited about what lies ahead.
“Our support is more than sponsorship—it’s about investing in students and amplifying the impact HBCUs have in their communities,” she shared. “I look forward to creating even more memorable moments and opportunities.”
As the Cricket Celebration Bowl once again takes center stage, Cricket Wireless remains committed to elevating the traditions, talent, and culture that make HBCUs extraordinary—on the field, in the stands, and far beyond the stadium.
