Miller Lite 'Brings Great Taste' to the 65th Annual CIAA Tournament

Chicago, February 23, 2010 -- As part of its ongoing support of historically Black colleges and universities (HBCUs), Miller Lite announced that it will sponsor the Miller Lite Great Time Gallery and the Miller Lite Main Stage at the 65th Annual Central Intercollegiate Athletic Association (CIAA) Basketball Tournament in Charlotte, North Carolina and donate $10,000 in scholarship funds to promote education at HBCUs.

Miller Lite will provide an authentic experience to fans 21 years of age and older in both the Miller Lite Great Time Gallery and the Miller Lite Main Stage. Top musicians and comedians will perform at the Miller Lite Main Stage and, interactive games and Miller Lite will be provided at the Miller Lite Great Time Gallery.

Both venues will be open Wednesday, February 24 and Thursday, February 25 from 4:30 p.m. to 10 p.m. and on Friday, February 26 from 4:30 p.m. to 9:00 p.m. in the Charlotte Convention Center. Both are free and open to the public.

Jacqueline Johnson, manager of African American brand marketing for MillerCoors, said Miller Lite is excited to combine great tasting refreshment with great entertainment at the 2010 CIAA Tournament.

“Everyone wants to enjoy greatness, both from a great tasting, less filling beverage and from remarkable performers and entertainers. Miller Lite is excited to give adult CIAA fans and basketball enthusiasts that opportunity in the Great Time Gallery,” Johnson said. “We’re equally proud to contribute to the future greatness of our country’s young people with a $10,000 scholarship donation to HBCUs.”

“We’re incredibly pleased that Miller Lite is both a sponsor and the exclusive and official malt beer beverage of the 2010 CIAA Tournament,” said CIAA Commissioner, Leon Kerry. “We appreciate the company’s commitment to scholarship and responsible entertainment. We look forward to continuing our partnership with Miller Lite in the future.”

Miller Lite also announced that it has joined forces with Food Lion to build awareness of and promote attendance at the Tournament. Through its teamwork with Food Lion, Miller Lite placed Point of Sale displays in more than 140 stores in the Charlotte and Greensboro, N.C. areas. Food Lion will keep these displays in highly visible locations from February 15 through March 1.

The annual CIAA tournament showcases both men 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.