The Association of Minority Collegiate Coaches (AMCC), located in Memphis, TN., was founded in 2021 by Penny Hardaway assist minorities in various areas of intercollegiate athletics, while addressing issues specific to those affecting appropriate minority representation for men and women within athletics and athletic administration within intercollegiate athletics.

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The formation of the AMCC began as a measure for the support of minorities in collegiate sports. Hardaway, organized the association in order to provide a platform to assist with support as a collective group of coaches and athletic directors.