As the digital content and sports worlds grow more and more entangled, a rare but notable phenomenon has emerged: the creator sponsor.
John Green and AFC Wimbledon, KSI + Logan Paul and Arsenal, the Sidemen and Farnham Town FC, MrBeast and the Charlotte Hornets…All of these partnerships put creator brand logos on teams’ jerseys.
Now All Hail Bball, the basketball-focused digital media brand founded by creator and former college football player Cullen Honohan, is sponsoring a team too.
Subscribe for daily Tubefilter Top Stories
But All Hail Bball’s deal with Robert Morris University‘s Division 1 men’s basketball team involves more than a patch.
Honohan, who has a million followers on TikTok, 462K on Instagram, and 372K on YouTube, will embed with the team and serve as its official media partner. He’ll create on-the-court and behind-the-scenes content, documenting the Colonials’ rise as “the next Cinderella story in college basketball,” he tells Tubefilter.
For Honohan, this partnership builds on his previous long-form series Project Prospect, which followed Pittsburgh high school basketball player Luca Frederico on his journey from prospect to nationally ranked college recruit.
He says he chose the Colonials as All Hail Bball’s first sponsored team “because of what this school means to Pittsburgh.”
“This is one of the best sports cities in the country, but basketball has never been prioritized the way it should be here. Our mission has always been to help put Pittsburgh basketball on the map,” he says. “RMU felt like the natural next step. The program has real history at the mid-major level, from beating Kentucky in the NIT to being the most recent men’s basketball team in Pittsburgh to make the NCAA Tournament. Coach Toole has built one of the strongest mid-major programs in the country, and we saw a chance to help bring more attention to that story.”
“We’re thrilled to partner with All Hail Bball,” Andy Toole, RMU Basketball’s Head Coach, said in a statement. “Cullen has established himself as one of the premier basketball content creators in the space, and having the All Hail patch on our jersey represents the strength and alignment of this partnership. We’re proud to work together as we continue to grow the RMU Basketball brand.”
Honohan ultimately hopes All Hail Bball’s support and the content he creates will make RMU “a nationally recognized brand in college athletics”–and that his brand will grow alongside it.
He adds that he’d eventually like to expand this same sort of All Hail Bball sponsor x media partnership to other sports.
“But to start this process we are going to give our whole effort into RMU Men’s Basketball,” he says. “As one sport elevates we hope to impact the entire athletics program, featuring every elite venue and destination on campus.”
The 2026-27 NCAA season kicks off in November. The Colonials’ first game is an away matchup Nov. 2, where they’ll face the University of Nevada’s Wolf Pack at the Lawlor Events Center in Reno.
All Hail Bball’s partnership with RMU was facilitated by Honohan’s agent, Amir Novin of THE•TEAM.
