CIAA Unveils New Logo and “Live the Legacy” Campaign for 2019 Basketball Tournament

Charlotte – The Central Intercollegiate Athletic Association (CIAA®), the nation’s first African American athletic conference, officially unveils its marketing campaign theme “Live the Legacy” and 2019 logo to tip-off the CIAA Men’s and Women’s Basketball season. The new campaign showcases the CIAA’s pillars of tradition, leadership, and community, and highlights the annual legendary sports experience.

The 2019 CIAA Men’s and Women’s Basketball Tournament will be hosted in Charlotte, NC from February 25 – March 2, 2019, and feature the conference’s 13-member institutions, including its newest member Claflin University. This year’s 24-game bracket will begin in Bojangles’ Coliseum on Monday evening to accommodate a new round of games and will conclude with the highly-anticipated championship finals in the Spectrum Center on Saturday.

With the Live the Legacy campaign, the CIAA seeks to attract and engage new fans with its historic conference.  Ranked 3rd among the most attended and anticipated NCAA events, the CIAA Basketball Tournament currently draws over 150,000 fans.  The new multi-platform campaign will celebrate the CIAA’s storied past, embrace the present and connect fans to its future.  In addition, the campaign is designed to showcase the CIAA schools, players and coaches, plus fans of the game and the conference’s immersive cultural experience.

The Live the Legacy campaign will be integrated across all CIAA championships and platforms including social media and will be featured on the digital assets of the CIAA’s 13 affiliated colleges and universities’ as well as partner sites. #LiveTheLegacy, #WeAreLegacy, and the conference’s longstanding rallying cry #CIAAForLife will be used across all social media platforms.

“With our new ‘Live the Legacy’ campaign, we acknowledge the 74th anniversary of the men’s and the 45th year of the women’s basketball championships,” said Commissioner Jacqie McWilliams. “Our goal each year is to create a highly impactful experience for our student-athletes, alumni, and fans. Ticket sales and corporate partners provide scholarship support for our member institutions, while our week-long event drives revenue for area businesses, fan engagement and community interaction centered around CIAA athletics. With this new multi-platform campaign and the exciting plans being developed, the 2019 Tournament promises to be the best one yet.”

In 2018, the CIAA Basketball Tournament brought over 150,000 fans to Charlotte during the week of competition with an economic impact of $50.5 million. Since 2000, the CIAA has generated more than $650 million in economic impact and an average of $500 million in the state of North Carolina.



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 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.

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