CIAA Names LIQUID SOUL Agency of Record

CHARLOTTE – The Central Intercollegiate Athletic Association (CIAA) has announced that LIQUID SOUL, the award-winning marketing & promotions firm, has been named its Agency of Record.

The multi-year assignment marks a new approach for the CIAA and includes strategic planning, advertising, digital marketing, social media, public relations, and partnership development for the organization across all platforms. In this new capacity, LIQUID SOUL will advise and oversee all branding efforts for the conference with a focus on the CIAA’s Football Championship and fan-favorite Men’s and Women’s Basketball Tournament, a week-long event drawing the third highest attendance among all NCAA divisions.

“With their innovative strategies, expertise, and creativity the team at LIQUID SOUL has achieved an incredible track record of success across a variety of entertainment, corporate and sports brands,” said Jacqie McWilliams, CIAA Commissioner. “We look forward to our partnership with LIQUID SOUL, a minority-owned agency, to build on our legacy as the first African American athletic conference and to collaborate in the fun and unique ways to connect the CIAA brand to our partners, communities, athletes, and fans.”

LIQUID SOUL continues to expand into new markets, recently launching the agency’s Washington, DC, office to focus on global and international businesses including top trade and industry organizations as well as education, sports, and entertainment entities to expand the firm’s client base.

“The CIAA has an incredibly rich story to tell as a historic organization dedicated to presenting the best in collegiate sports,” said Tirrell D. Whitley, CEO & Founder of LIQUID SOUL. “It’s legendary basketball tournament draws over 150,000 fans to Charlotte each year, with an economic impact of more than $55 million. We’re excited to partner with the CIAA and Commissioner Jacqie McWilliams as we engage our enterprising, results-driven team to elevate and promote this powerful and impactful brand.”

About the CIAA

Founded in 1912, the Central Intercollegiate Athletic Association (CIAA) is the first African American athletic conference and one of the most recognized conferences in NCAA Division II. The CIAA conducts 14 championships attended by more than 150,000 fans from around the country. Headquartered in Charlotte, North Carolina, the CIAA is governed by the Presidents and Chancellors of its 13 member-institutions: Bowie State University, Chowan 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. For more information on the CIAA, visit For more information on the CIAA Basketball Tournament, visit, like us on Facebook and follow us on Twitter and Instagram.

About Liquid Soul

Launched in 2001 and headquartered in Atlanta, GA, LIQUID SOUL is an award-winning full-service, integrated marketing agency.  The firm is credited for its innovative, culturally-driven campaigns, and its creative engagement strategies that drive results for mainstream and multi-cultural Fortune 500, sports, technology and entertainment brands.  LIQUID SOUL’s creative execution and novel ideas have triggered success for over thirty #1 box office hits, and more than 150 films generating $3 Billion at the box office.  The agency recently launched LIQUID SOUL DC, to better serve political,  education, trade and industry clients. 

NOTE: For more information about the agency, visit

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