The continued value of Historically Black Colleges in the lexicon of college athletics continues its renaissance this weekend when the Central Intercollegiate Athletic Association (CIAA Basketball Tournament) takes place for the 75th time in Charlotte, NC. The tournament annually draws more than 100,000 people to its games and surrounding activities and more than 130,000 are expected in its 15th and final year in Charlotte before the NCAA Division II tournament moves to Baltimore for a three-year run.
How has the event not just held its own for but grown? We asked commissioner Jacqie McWilliams to fill in the blanks.
When talking to brands what is the value proposition offered for the tournaments?
The visibility of the CIAA legacy brand nationally and the opportunities for broader reach and exposure to a multi-generational and diverse audience is at the core of our value proposition to potential sponsors. We have several sponsors who work predominantly in the DI universe but include us as their only DII partnership because of our market audience.
How has the business opportunity of the tournament evolved over the years; is it better today than it has been in the past?
The foundation and mission of the brand has not changed, however, how the brand expresses itself has changed. During my transition, we changed our logo to make the brand more present and accessible. The CIAA Tournament has also evolved to include more opportunities in print, digital and on social media platforms.
What are the best points of the tournament today that help it cut through the clutter?
The student-athlete experience is at the core of the tournament and our focus is on providing the best experience for them. We rely on seven core priorities as part of our five-year strategic plan to develop the conference. Those priorities include fiscal management, licensing and media rights, compliance, academics, membership protocol, marketing and visibility and the student-athlete experience. These principles guide our mission and help cut through the clutter. If it’s not in alignment with our principles, we don’t do it.
How does the history of HBCU’s play into the storytelling?
HBCUs are foundational to this country and have provided many of us the access and opportunity to play the game and to get an education. I also believe the HBCU culture goes way beyond athletics; it is about community. It’s a culture that supports and believes in its students’ ability to succeed. And it’s something we do weave into our storytelling in terms of media outreach and the special events we stage. We are always mindful of the critical role we, as the nation’s very first African American athletic conference, played in people’s lives in the past – and will in the future. The tag “CIAA For Life” is a literal representation of our history.
What is the future of the league? Five years from now where do you think it will be from a relevance and business standpoint?
The CIAA Basketball Tournament is celebrating its 75th anniversary this year and continues to be relevant. As stewards of this legacy brand, we are constantly thinking of ways to grow. We operate like a small Division I conference however, the CIAA is a Division II HBCU conference that depends on sponsorships, tournament host agreements and membership dues to manage our operation.
We constantly explore ways to engage and create experiences that connect to the communities we serve. By developing opportunities that support education for our student athletes, increasing the level of competition, building attendance and revenue to distribute to our member institutions, we will evolve and remain relevant.
