Biden saw the prime chance of the matchup coached by Deion Sanders on Atlanta TV

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President Joe Biden’s reelection campaign hopes the “Coach Prime phenomenon” will help the Democrat galvanize Black voters.

The campaign is scheduled to air an ad in Atlanta on Saturday during the highly anticipated showdown between the University of Southern California and the University of Colorado, the Deion Sanders-led team that is one of the biggest surprises of this college football season.

The 30-second spot targeted Black voters by highlighting Biden’s efforts to address racial inequality and his work to “narrow the racial wealth gap by creating millions of new or, good-paying jobs and more funding for black businesses,” the narrator says.

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Biden’s campaign is looking for new ways to galvanize Black voters, who make up the backbone of the Democratic electorate in Georgia and boosted his narrow 2020 victory over Donald Trump in the state.

The president’s strategy is echoed in the latest ad, part of a $25 million ad campaign targeting Georgia and other battleground states. A Biden aide said the blitz was the largest ad buy targeting Black voters for a reelection campaign in US history.

Black voters made up about 88% of Biden’s support in Georgia in 2020, when he became the first Democratic nominee to carry the state since 1992. Trump, the GOP front-runner, is trying to make inroads in Black voters after he won only 8% of their vote against Biden.

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Biden’s ad sought to capitalize on the excitement surrounding Sanders, a former Atlanta Braves and Atlanta Falcons star who became “Coach Prime” when he landed his coaching gig. His 3-1 Buffaloes will play at No. 8 USC in a highly anticipated Pac-12 matchup.

The Buffaloes were a hit with Black football fans, due in part to Sanders’ innovative coaching style and a surprising three-game winning streak to start the season. An ESPN analysis found that the first three games in Colorado rated 77% higher among Black viewers.

Biden campaign spokesman Michael Tyler credited a “Coach Prime phenomenon” that goes beyond the traditional college football fanbase — making it a prime opportunity for the campaign.

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“It just so happens that many of the millions of fans who tune in every Saturday to watch Colorado football represent the Biden-Harris coalition,” said Tyler, an Atlanta native.

“So as millions tune in Saturday afternoon, we’re making sure we have moments like this and present the audience with the historic record of what President Biden has done for Black families.”


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