Nineteen Wabash Valley Pizza Hut restaurants and their marketing group help to support the Pizza Hut Wabash Valley Classic, a four-day, 16-team boys' high school basketball tournament held in Terre Haute, Indiana, during the week between Christmas and New Year's. The Classic was started in 2000 to revive a renowned tournament that was based in Terre Haute from 1916 to 1972. Gary Fears, president of the Pizza Hut THDMA Co-op, said one reason Pizza Hut became involved in supporting the Classic was that he had played in the old tournament.

At that time there was only one-class basketball in the state of Indiana. Many thought when the state converted to a four-class basketball system based on school size, that much of the excitement people felt for the sport was lost. A one-class tournament was something that the coaches and athletic directors wanted. In addition, the 16 schools would share the proceeds from the tournament. From the start, local media support was crucial to the tournament's success.

The kickoff would be a pairings draw luncheon where the media would be able to interview all of the 16 coaches involved. The tournament committee asked MillerWhite to plan and implement a public relations strategy. MillerWhite created the tournament logo, which has become a recognizable icon in the area. It developed a media contact list and coordinated invitations and RSVP follow up for the luncheon, then developed press releases and created signage for the luncheon and tournament.

As expected, the public embraced the tournament, and its popularity has increased every year, becoming Indiana's premier holiday high school boys' basketball tournament. Pizza Hut has received thousands of inches and hundreds of minutes of earned media coverage as a result, far more exposures than standard advertising could have generated. The championship and third place games are now televised live. Fears credits MillerWhite's PR plan and its working relationship with the three major media outlets as having a major role in the Classic's outstanding attendance every year.