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Baltimore x CIAA Tournament

Baltimore x CIAA Tournament

OUR BIG IDEA

The Central Intercollegiate Athletic Association (CIAA), the oldest historically Black athletic conference in America, selected Baltimore to host its basketball tournaments starting in 2021.

The potential economic impact for the City is significant: $50 million according to the Baltimore Sun. We collaborated with Visit Baltimore and CIAA on campaigns to generate excitement for the move and tournament.

The Central Intercollegiate Athletic Association (CIAA) is the oldest historically Black athletic conference in America. To mark the Tournament's move to Baltimore, we created an electrified brand and campaign to project energy and excitement alongside the tagline “Raising the Game.” In 2021, the CIAA, in partnership with Visit Baltimore, hosted its first-ever virtual tournament week experience: CIAA Virtual Vibe: Tournament Edition. The “Creating New Legacies” campaign nods to the ever-expanding and rich history of Baltimore. The campaign was extended into 2022 as well.

Thanks to tournament's success, CIAA will stay in Baltimore through at least 2025. "I personally could not be more excited that the CIAA has found its home in Charm City at the Royal Farms Arena for the next three years,” said Baltimore Mayor Brandon M. Scott. “The tournament provides an opportunity for the City, State, local businesses, and our communities to come together to highlight Black excellence by providing an incredible tournament experience. The CIAA Tournament staying in Baltimore is a win for all involved. It generates a strong economic impact for our city each year and greatly benefits students who attend or are looking to attend historically Black colleges and universities.”

This could be Baltimore’s Super Bowl.
Al Hutchinson
President and CEO, Visit Baltimore