Money is More Powerful than Altruism
Money can make even the most committed us reconsider our stance.
When Deion Sanders arrived at Jackson State in 2020, he promised to bring exposure and visibility to Historically Black Colleges and Universities (HBCUs). This was good news not only for Jackson State, but his presence would bring a badly needed boost to all HBCUs, which have been in a financial freefall for the last three decades. His impact was immediate. Before Sanders arrived, there were no HBCU games on ESPN. That changed to 125 games scheduled for the 2022 season. He recruited the nation’s number 1 recruit, five-star player Travis Hunter, and could have attended any college in the country, but because of the presence of Deion Sanders, Jackson State was his choice.
Coach Sanders donated half his coaching salary to help renovate the JSC stadium. He brought a sold-out, record crowd to JSU’s rivalry game against Alcorn State, and some members of his staff came directly from the NFL. After only two and a half seasons, Sanders led Jackson State to a 26–6 record and finished first in the Southwestern Athletic Conference in his last two years as head coach. He won the FSC Eddie Robinson Coach of the Year Award in 2021.
Everything seemed to be going well until Sanders announced that he was taking his Primetime show to the University of Colorado in Boulder, and instantly, all the good feelings and goodwill seemed to have evaporated in a chorus of disapproval from many in the Black community. People on social media and some African American leaders accused Coach Prime of betrayal and mistrust. Negative information was spread among social media outlets and news programs as many viewed Sander’s change in address as turning his back on his people in favor of money.
For many people in the African American community, Deion Sanders’s decision to leave the historically Black college in the south for a predominately white college felt like a punch in the gut. The story of Deion Sanders and Jackson State was a feel-good story; a sports celebrity opting to forego the brighter lights and comfort that his star allowed him to go to a small, financially struggling HBCU in the deep south. His team would often be the lead story on a national sports show, and all the major news networks were vying for a Deion “Primetime” Sanders interview.
However, we should have seen this coming. A closer look reveals Sander’s time at the college could have been smoother off the field. There were complaints about him being late for his own meetings, and he spoke publicly, stating Alabama State was unprofessional to his team. In post-game press conferences, he’d complain about things that did not pertain to the game, such as his stating the press conference location was unacceptable for him. He also mentioned that his personal items were stolen during the game while complaining about the city’s crime.
Though not directly related to sports, or the Jackson State, the Jackson, Mississippi water crises had an undeniable negative effect on the campus. Because of flood damage, water pressure was so low students could not bathe, flush toilets, brush their teeth, take showers, or have meals prepared at the dining facility. Sanders and his players had to take baths in a swimming pool.
Money is a substantial factor in our decision-making. People say they do things for altruistic reasons. Ayn Rand vehemently rejected self-sacrifice in the service of others. She felt the less you do for people, the better off they are in the long run, and it will grant them more individual freedom. Money can make the idea of altruism a moot point. The NFL is 71% people of color. When the president of the United States called players “sons of bitches,” for protesting police violence, there were enough players of color to shut down the NFL until the president made a public apology. Instead, they remained silent and played on. Some multi-millionaire athletes and entertainers will only make a solid political statement if it means they will lose a lot of money. Deion Sanders was taking care of himself. Maybe his three years at Jackson State was enough of a sacrifice. And who is to say that he will not continue positively impacting the Black community while serving as a coach in Colorado?
HBCUs are worth saving. In the face of historical struggle, HBCUs have produced over 80 percent of the nation’s judges and 50 percent of Black doctors. Rising college cost alone is enough to keep many African Americans from attending any college. IN HBCUs, 60 percent of all students are from first-generation, low-income families. According to Forbes, HBCUs have been underfunded by at least $12.8 billion.
Twenty years ago, I left my corporate position at Time Warner Telecom to become a public school teacher. The reason for this move; I became tired of watching the school system failing our children. The national test scores showed African Americans on the wrong end of every educational statistic. My salary shrunk to half of what I was making, and I had to change my lifestyle. However, leaving corporate America to teach was my best professional decision ever. I cannot expect anyone else to do what I did under the same circumstances. I made an individual decision with no expectations other than wanting to positively impact students who other authority figures may sometimes ignore. Beyond the lives I personally touched, I may not have made a dent in public schools’ widespread systemic problems, but at least I could positively influence a few. That can go a long way.
Deion Sanders was never going to be the savior of HBCUs. The problems facing the nation’s historically black colleges are too far-reaching and profound. One coach, even a celebrity coach, would not be enough to untangle this Gordian knot. What should we expect of Deion Sanders? Can the hopes and future of HBCUs rest in the hands of one football coach? If that were true, that would be the easiest fix in the world. But a village, not one man, needs to tackle the financial woes of HBCUs. All of us need to contribute.
