Urban Edge Network Integrates Shoppable Tech Into 2026 Chicago Football Classic
AI-generated image · US National Wire
UEN is shifting its value proposition toward integrated e-commerce by enabling direct merchandise purchases via mobile devices during HBCU broadcasts.
Urban Edge Network (UEN) has secured the broadcast rights for the 2026 Chicago Football Classic, featuring a matchup between Mississippi Valley State University and Lincoln University (Pa.) on September 12, as reported by Sports Illustrated. The deal was facilitated by Julius Grant, a senior vice president at sponsorship and media firm Van Wagner.
Beyond the broadcast rights, UEN is leveraging the event to deploy a direct-to-consumer conversion funnel. Hardy Pelt, CRO of UEN, told HBCU Legends that the network is preparing technology to allow viewers to purchase merchandise directly during broadcasts. This will be executed via the L-bar graphic, where fans can scan a barcode with their mobile devices to order items without interrupting the game.
This e-commerce push is tied to UEN's broader technical pivot. Pelt noted that the network has moved away from dedicated connected TV apps, instead encouraging users to mirror the UEN Sports app from mobile devices to television screens via HDMI, Google Cast, Apple AirPlay, or Samsung Smart View. This strategy ensures the viewer's phone remains active, allowing UEN to send live chats and targeted messages to the device while the game plays on the television.
Additionally, UEN's third-generation app utilizes what Pelt describes as "contextual marketing." This allows the network to attach brand data to specific audience demographics—such as married HBCU graduates—and duplicate those data sets across multiple platforms to increase advertising reach.