CIAA Reaches Multi-Year Agreement with Coca-Cola to Renew Corporate Partnership

The Central Intercollegiate Athletic Association (CIAA), the nation’s oldest historically black athletic conference, announces a multi-year corporate partnership agreement with The Coca-Cola Company.

This agreement extends Coca-Cola’s commitment as the CIAA’s Official Beverage Partner and preserves a relationship that has existed for more than 50 years, making it one of the conference’s longest standing partnerships.

“We are delighted to continue our partnership with The Coca-Cola Company, a partnership that spans more than 50 years,” said CIAA Commissioner Jacqie McWilliams. “As one of our oldest partnerships, The Coca-Cola Company is committed each year to providing access and opportunities to our conference, member institutions, student-athletes and the HBCU community through through scholarships, career opportunities and the overall enhancement of our league experience.

Among other commitments, Coca-Cola will continue to be an integral part of the CIAA’s 14 Conference Championships and related events, as well as provide support to its member institutions and student-athletes through the General Scholarship Fund. CIAA studies and other opportunities.

“Over the past 110 years, the CIAA has created a legacy of leadership in black college sports,” said Henry Hendrix, vice president of multicultural marketing at The Coca-Cola Company. “The Coca-Cola Company is proud to have followed this journey for the past 51 years and counting, and is honored to support the tradition, pageantry and community of HBCUs as part of our commitment to refreshing the world and to make a difference.”

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About CIAA

Founded in 1912, the Central Intercollegiate Athletic Association (CIAA) is the first and oldest African-American athletic conference in the United States and one of the most recognized conferences in Division II. The CIAA organizes 14 championships attended by more than 150,000 fans from across the country. In 2020, the conference celebrates the special 75th anniversary of its basketball championship tournament – ​​an event that has become a fixture in the African American community. The basketball tournament has been honored as the 2019 Sports Tourism Economic Impact Champion by Sports Destination Management, the leading publication with the largest circulation of sports event planners and tournament directors in the sports tourism market. , for 2018 and 2019.

Based in Charlotte, North Carolina, the CIAA is led by the presidents and chancellors of its 12 member institutions: Bowie State University, Claflin University, Elizabeth City State University, Fayetteville State University, Johnson C. Smith University, Lincoln University of Pennsylvania , Livingstone College, Saint Augustine’s University, Shaw University, Virginia State University, Virginia Union University, and Winston-Salem State University. Chowan University is an associate member of women’s soccer and bowling. For more information about the CIAA, visit, like us on Facebook, and follow us on Twitter and Instagram.

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