Coors Light Brings Cold Refreshment to the 64th Annual CIAA Tournament

Coors Light, “The World’s Most Refreshing Beer,” announced today that it will sponsor two popular events at the 64th Annual Central Intercollegiate Athletic Association (CIAA) Tournament in Charlotte, North Carolina. As part of its support of historically Black colleges and universities (HBCUs), Coors Light is partnering with the CIAA to host the “Coors Light Paradise Lounge” and “Rock the Rooftop Gaming Lounge” during the tournament weekend.

For the second year in a row, Coors Light is showcasing “cold refreshment” as part of its sponsorship of the Paradise Lounge, located in the Fan Experience at the Charlotte Convention Center. Fans 21 and older will be treated to various activities to pamper and relax them while at the tournament. The Coors Light Paradise Lounge will be open on Friday, February 27 and Saturday, February 28 from noon to 7:00 p.m.

In addition, Coors Light will sponsor the Rock the Rooftop Gaming Lounge at the Time Warner Stadium (formerly the Bob Cat Arena) where fans will enjoy interactive video games, shoot basketball hoops and receive giveaways. The Rooftop Lounge will be open on Friday, February 27 and Saturday, February 28 from noon to 7:00 p.m.

Jacqueline Johnson, manager of African American brand marketing for MillerCoors, said Coors Light is excited to bring refreshment as cold as the Rockies to the CIAA Tournament.

“Refreshment says it all. Coors Light is excited to bring a refreshing experience to adult CIAA fans whether they visit the Paradise Lounge or the Rock the Rooftop Lounge,” said Johnson.

“We appreciate the support that Coors Light has provided CIAA Tournament events and look forward to a continued partnership,” said CIAA Commissioner, Leon Kerry.

The annual CIAA tournament showcases both men’s and women’s basketball competition over five days of play, culminating with the championship games.

Made up of 12 historically Black colleges and universities, the Central Intercollegiate Athletic Association is America’s oldest HBCU conference. Originally founded in 1912, the CIAA held its first basketball tournament in 1946.

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