NCAA Press Release Archive

NCAA Launches Rebranded Women's Final Four Fan Destination: Tourney Town Refreshed by Coca-Cola Zero

For Immediate Release

Thursday, March 18, 2010

Contact(s)

Rick Nixon
Associate Director of the Division I Women's Basketball Championship
317/917-6539

Therese McDevitt
The CE Group, Inc.
210/569-6926

INDIANAPOLIS---When the NCAA Women’s Final Four arrives in San Antonio in April, part of the excitement will be generated from the rebranded fan destination, now known as Tourney Town Refreshed by Coca-Cola Zero. The new identity for this ultimate fan event – formerly known as NCAA Hoop City^® – provides more varied opportunities for entertainment and interaction for fans of all ages. Tourney Town will be open from Friday, April 2 through Sunday, April 4 with a wide variety of concerts, food, NCAA merchandise and interactive games for all ages.

“Tourney Town will be the focal point for all Women’s Final Four fan and community activities during championship weekend,” said Sue Donohoe, NCAA vice president of Division I women’s basketball. “We chose San Antonio as the place to help us re-launch the fan experience because San Antonians love basketball and love having fun. The best part is Tourney Town is family-oriented and free.”

To aid in the repositioning of the Women’s Final Four fan experience, the NCAA turned to The CE Group, Inc., the San Antonio-based communications and events company known internationally for planning, positioning, promoting and producing large-scale events as part of a strategic marketing program.

“We have worked with Janet Holliday and The CE Group many times and we knew they would ‘get it’ when it came time to refresh and renew the fan experience for the Women’s Final Four,” Donohoe added. “They have helped us create a music-focused, family friendly fan destination that will showcase the best that San Antonio has to offer and will provide a model for us going forward into other cities.”

Janet Holliday, president and CEO, The CE Group, Inc., said she is delighted to be working once again with the NCAA and with the San Antonio Local Organizing Committee (SALOC) on the most prestigious event in women’s collegiate sports.

“Tourney Town will offer fans and visitors – whether they are attending the games or not – the opportunity to take part in the excitement of the Women’s Final Four,” Holliday said.

Tourney Town will be anchored by “Center Stage” which will feature a wide range of local, regional and national musical acts throughout the weekend. A deejay will host fan activities on an adjacent stage, and basketball courts will be close to both stages for youth clinics, open play, and deejay-hosted games. Within Tourney Town, fans will choose from a variety of concessions, merchandise, roving entertainment, and live and pre-recorded video programming.

NCAA Corporate Champions and Partners that will be part of Tourney Town include AT&T, Coca-Cola, Capital One and State Farm.

“From musical performances to fan interactive experiences, Tourney Town Refreshed by Coca-Cola Zero will offer fans of the 2010 Women’s Final Four a variety of free, engaging entertainment options,” said Beatriz Perez, senior vice president, Integrated Marketing, Coca-Cola North America. “By being part of Tourney Town, Coke Zero is helping make it possible for women’s college basketball fans to enjoy the championship weekend even more.”

Directing all aspects of production for Tourney Town is Christa Scannell, director of sales and national sports marketing, The CE Group, who is working closely with the NCAA to make sure the fan experience matches the high standards of the Women’s Final Four championship.

“We want to provide visiting fans and San Antonio residents with an experience they will always remember when they think about the 2010 Women’s Final Four,” Scannell said. “The theme of the Women’s Final Four this year is ‘The Power of the Dream,’ and we want to give kids and fans of all ages a glimpse at the dreams and motivations that take these college student-athletes to the pinnacle of their game.”

Hours for Tourney Town, located in Hall A at the Henry B. Gonzalez Convention Center, are noon to 9:30 p.m., Friday, April 2; 10 a.m. to 11 p.m., Saturday, April 3; and noon to 5 p.m., Sunday, April 4. Admission to Tourney Town is free of charge. For a full list of events and times, and for tickets to the Women’s Final Four national semifinal games Sunday, April 4 and the national championship game Tuesday, April 6, visit www.ncaa.com/finalfour.

About the NCAA and Division I Women’s Basketball

The NCAA is a membership-led nonprofit association of colleges and universities committed to supporting academic and athletic opportunities for more than 400,000 student-athletes at more than 1,000 member colleges and universities. Each year, more than 54,000 student-athletes compete in NCAA championships in Divisions I, II and III sports. Visit www.ncaa.org and www.ncaa.com for more details about the Association, its goals and members and corporate partnerships that help support programs for student-athletes. The NCAA is proud to have the following elite companies as official Corporate Champions – AT&T, Capital One and Coca-Cola – and the following elite companies as official Corporate Partners – Enterprise, The Hartford, Hershey’s, LG, Lowe’s, Planters, State Farm and UPS.

NCAA women’s basketball is characterized by strong fundamentals, high quality of play, sportsmanship, role model student-athletes and family oriented entertainment.

NCAA, Women’s Final Four, Tourney Town and Hoop City are trademarks owned or licensed by the National Collegiate Athletic Association.

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