Beyond the Court: How CareFirst’s CIAA Partnership Builds Healthier Communities

Strong communities are essential to good health. They are built through access, opportunity and connection. That’s why CareFirst BlueCross BlueShield (CareFirst) partners with the Central Intercollegiate Athletic Association (CIAA), the nation’s oldest historically Black athletic conference, to help create experiences and investments that support long‑term health and equity across the Mid-Atlantic region.

The CIAA Tournament is more than a championship event. Each year, it brings together students, colleges and universities, community organizations, local businesses and regional leaders. These connections create visibility, opportunity and momentum that extend far beyond the court. CareFirst’s partnership with the CIAA reflects a shared belief that education, economic opportunity and community connection play a critical role in improving health outcomes over time.

Turning Purpose into Action

CareFirst’s support of the CIAA is grounded in our mission to improve health where people live, learn, work and play. Through this partnership, we invest in initiatives that expand access and open doors—particularly for young people and communities that have historically been under-resourced.

For many students, engagement with the Tournament offers exposure to higher education, leadership pathways and future career possibilities. Experiences like these can shape what young people imagine for themselves, building confidence, aspiration and a sense of belonging. Opportunity matters because and the ability to see what’s possible—is a powerful driver of long‑term health and well-being.

Strengthening Communities and Local Economies

The CIAA Tournament also plays a meaningful role in supporting local economies across the region. Hosted during a traditionally slower period, the event helps generate jobs, economic activity and engagement with small and minority‑owned businesses.

In 2025 alone, the Tournament generated more than $27 million in economic impact and supported nearly 1,500 jobs. Economic stability is closely tied to health outcomes, making this kind of local investment an important part of building stronger, healthier communities.

Why This Partnership Matters

At CareFirst, our approach to health recognizes that outcomes are shaped long before someone enters a doctor’s office. Education, economic stability and social connection all influence how individuals and communities experience health over time. Partnerships like the CIAA allow us to invest upstream by supporting the conditions that help people thrive, not just today but for years to come.

Supporting the CIAA also reflects our commitment to equity and access. Historically Black colleges and universities play a vital role in expanding opportunity, cultivating leadership and strengthening communities across our region. By investing in events and institutions that open doors for young people, CareFirst helps create pathways that support long‑term well-being and generational impact.

Just as importantly, the CIAA Tournament brings people together—from students and educators to community leaders and local businesses—reinforcing the idea that health is collective work. When communities are connected, economies are strengthened and opportunities are shared more equitably, everyone benefits.

That’s why this partnership matters. It’s not about a single event or moment, but about sustained investment in people, places and possibility that contribute to healthier, more equitable communities across the region.

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To learn more about how CareFirst is transforming the healthcare experience with and for those we serve, visit carefirst.com/transformation.