The Coca-Cola Company has signed a multi-year corporate cooperation arrangement with the Central Intercollegiate Athletic Association (CIAA), the nation’s oldest historically Black athletic league.
This arrangement renews Coca-commitment Cola’s as the CIAA’s official beverage partner and retains a 50-year-old relationship, making it one of the conference’s longest-running collaborations.
“We’re thrilled to continue our partnership with the Coca-Cola Company, a partnership that extends over 50 years,” stated CIAA Commissioner Jacqie McWilliams. “As one of our longest-running partnerships, the Coca-Cola Company has made a commitment annually to provide access and opportunity to our conference, member institutions, student-athletes, and the HBCU community through scholarships, career opportunities, and the overall enhancement of our championship experience.”
Coca-Cola will, among other things, continue to sponsor the CIAA’s 14 conference championships and related events, as well as give support to its member institutions and student-athletes through the CIAA General Scholarship Fund and other initiatives.
“Over the past 110 years, the CIAA has created a legacy of leadership in Black college sports,” said Henry Hendrix, VP of Multicultural Marketing at The Coca-Cola Company. “The Coca-Cola Company is proud to have been along 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 refresh the world and make a difference.”
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