Chennis Berry Calls for Equal Spotlight for HBCU Coaches

Chennis Berry’s South Carolina State football team secured a thrilling victory over Prairie View A&M in the Celebration Bowl, capping a season that showcased both resilience and strategic excellence. In the post-game press conference, Berry spoke candidly about what he perceives as an imbalance in media attention given to former NFL players-turned-coaches versus the “non-celebrity” figures who quietly build successful programs.

Berry didn’t hold back. He explained that during weekly MEAC coaches’ conference calls, the likes of Michael Vick and DeSean Jackson routinely received the bulk of media questions, while he and other seasoned HBCU coaches were largely overlooked. “I keep receipts now,” Berry said. “Nobody was asking me questions. They get 20 or 30, I get one or two.”

He emphasized that HBCU programs are full of talented coaches who rise through the ranks without the benefit of celebrity notoriety. “We had to get it out the mud,” Berry said proudly. “There are a lot of really, really good football coaches, and I have great relationships with all of them. That motivated me.”

Berry’s remarks sparked reflection within HBCU media circles about how coverage often prioritizes high-profile figures over steady, high-achieving coaches like himself. This imbalance highlights the challenge for niche media: balancing audience engagement with authentic storytelling across all programs.

1. Spotlight and Social Media Dynamics

The tension between celebrity-driven content and recognition for accomplished coaches became evident during coverage of South Carolina State’s MEAC championship victory over Delaware State. While preparing content for HBCU Pulse, the media team debated how to present the story. Delaware State’s impressive offensive performance was statistically noteworthy, but the audience wanted to celebrate South Carolina State’s win first. Berry’s dominance and achievements, such as a 28-0 conference record over the past four seasons, often receive less immediate attention than posts featuring former NFL players. Social media engagement metrics reflect this trend, where high-profile names like DeSean Jackson consistently garner more likes and shares than posts celebrating non-celebrity coaches. For HBCU Pulse and similar outlets, the challenge is balancing authentic storytelling with content that drives audience interaction. The audience’s preference for celebrity coverage can unintentionally overshadow remarkable accomplishments from other coaches and programs. The scenario illustrates a broader struggle for HBCU media: telling holistic stories while operating in a digital ecosystem that rewards virality and familiar names over sustained achievements and program-building narratives.

2. The “Celebrity Coach” Effect

The recent era of attention-grabbing HBCU coverage is closely tied to figures like Deion Sanders. Sanders’ time at Jackson State created an unprecedented level of national attention, from high-profile recruits to NIL controversies, fueling media growth and audience engagement. The so-called “Deion Sanders Effect” set a benchmark that is challenging to replicate. While DeSean Jackson’s coaching debut at Delaware State brought interest, it does not generate the same cultural and media gravity as Sanders’ tenure. Berry’s comments underscore that the impact of non-celebrity coaches is substantial, even if it does not produce immediate viral attention. The rise of celebrity coaches has complicated coverage for outlets committed to highlighting the breadth of HBCU excellence. Programs like South Carolina State, North Carolina Central, and Prairie View A&M are achieving remarkable results under talented coaches who often operate outside the spotlight. Berry’s perspective is a reminder that while former NFL stars attract attention, the narrative of HBCU football should include coaches whose work is equally deserving of recognition, regardless of their pre-existing fame.

3. A Call for Holistic Coverage

Berry’s candid remarks reflect a broader ethical challenge for HBCU media: providing balanced coverage while sustaining audience engagement. Coverage must move beyond celebrity-centric storytelling to highlight programs, coaches, and players who contribute meaningfully to HBCU football culture. For media outlets, this involves deliberate effort and intentionality in content creation. It requires featuring non-celebrity coaches prominently, contextualizing their achievements, and framing their stories in ways that resonate with audiences without relying solely on virality. The responsibility is shared. Consumers of HBCU media must engage with content that elevates all coaches, not just the ones with household names. Journalists, podcasters, and social media personalities alike are called to ethically navigate this balance. Ultimately, Berry’s comments serve as both a critique and a guidepost: recognition should be equitable, celebrating the full spectrum of HBCU coaching excellence. Spotlighting both celebrity and non-celebrity coaches strengthens the culture and narrative of HBCU football.