The Atlanta University Center Consortium (AUCC) is proud to announce an exciting partnership with 23XI Racing, Xfinity, and GMR Marketing and hosted the Atlanta HBCU Takeover/NASCAR Race Watch Party — a first-of-its-kind cultural and community experience that merged sports, technology, and diversity in motion. The event took place on Sunday, October 26, 2025, from 1–5 p.m. at Roosevelt Hall and featured music, food, giveaways, and networking opportunities.
This partnership represented more than a race, but reflected a growing relationship between historically Black colleges and universities (HBCUs) and industries that have historically lacked diversity in motorsports, engineering, and sports marketing. Through this event, AUCC students gained an up-close look at the career pathways within NASCAR and the broader world of sports management, logistics, data science, and brand partnerships. From engineering and analytics to marketing and fan engagement, NASCAR’s evolving commitment to inclusion opens doors for students whose talents and perspectives are critical to the sport’s growth.
“Hosting an HBCU-centered NASCAR experience is about more than racing,” said AUCC Executive Director Dr. Michael Hodge. “It’s about representation, opportunity, and connecting our students to industries where their presence and leadership are needed. This event brings together community and culture, values that define the Atlanta University Center. We’re excited to give our students front-row access to a growing dialogue about diversity in motorsports and beyond.”
The 23XI Racing Team, co-owned by NBA legend Michael Jordan and NASCAR driver Denny Hamlin, has been a visible force for change in racing culture. The team’s commitment to diversity — alongside sponsors like Xfinity — aligns with AUCC’s mission to advance educational and professional excellence within the Black community. The Atlanta HBCU Takeover reflects NASCAR’s expanding diversity efforts, including the NASCAR Drive for Diversity program, which develops the next generation of minority and female drivers, engineers, and executives. For students at the AUC, it was a chance to learn how an entire industry is reinventing itself through inclusion, innovation, and intentional partnerships. It was also a chance for AUC students to win scholarships in which, Roysten McGuire, Quentrell Foxx, and Marlie Ross each won $5,000 each.
In addition to live race streaming and entertainment, attendees enjoyed interactive brand activations, career insight conversations, and networking with professionals across sports, business, and technology.
About the AUCC
The Atlanta University Center Consortium, a 501 (c)(3) non-profit corporation under the laws of the State of Georgia, formed in 1929 to operate on behalf of its member institutions–Clark Atlanta University, Morehouse College, Morehouse School of Medicine, and Spelman College—is the world’s oldest and largest association of historically Black colleges and universities. The Consortium is a vibrant intellectual community with a long tradition of scholarship, service, and community engagement.
