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The 2021 - 2022 season marked the fourth year of engagement between the CIAA and its Agency of Record, LIQUID SOUL. It also marked the first live event for the CIAA since the COVID 19 pandemic, plus the return of the revered tournament to Baltimore, Maryland for the first time since 1952. This year, the CIAA “Created New Legacies” during the week of February 21-26, traditionally known as CIAA Basketball Tournament week.


Fans experienced cornerstone tournament events such as the always popular CIAA Fan Fest, Step Show, Career Expo and High School Education Day. They were welcomed to the ‘Charm City’ of Baltimore with great hospitality, food, and all things CIAA . Week-long events, included performances by national recording artists and celebrity appearances, including DJ Jazzy Jeff, the legendary DJ Kool, Michel’le, Sevyn Streeter and many more. LIQUID SOUL was successful in its overall PR and marketing strategy to promote and bring national exposure to the rich history, legacy and tradition of the CIAA, its member institutions and the city of Baltimore. 


  • Increase awareness of CIAA 

  • Drive loyal CIAA alumni, fans and student-athletes to Baltimore for “in-person” tournament Retain new fans from 2021 CIAA Virtual Vibe 

  • Increase use of online ticket sales for a “ticketless” CIAA 


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