For those following along on the newly renamed @gosmithbears Instagram account, you may have discovered Smith Athletics’ two new video series: “Brewin’ With the Bears” and “Bagels & Bears.” Ciara Keizer-Lawrence, Smith Athletics’ Director of Sports Information and Scheduling Coordinator, is the mastermind behind this new development.
Lawrence pitched the idea for local business partnerships this past summer, developing the initiative in collaboration with administrative staff. Smith Athletics previously had a partnership with Shelburne Falls where the western Massachusetts-based company donated coffee-themed raffle bins to auction off for halftime fundraisers. Lawrence said that this past connection made them the perfect first collaboration for the new project.
“Brewin’ with the Bears” was born as a result of this partnership. The interview series allows followers of Smith Athletics to get the inside scoop on the coaches’ perspectives. Each video features an interview with coaches from various athletic programs, all while sipping on complimentary coffee courtesy of Shelburne Falls. Five episodes have aired so far, featuring Head Volleyball Coach Greg Walker, Head Field Hockey Coach Jaime Ginsburg, Head Soccer Coach Kathy Brawn, Head Strength and Conditioning Coach Jake Turner and, most recently, a special edition episode featuring the NCAA Chief Medical Officer Dr. Deena Casiero. These 20-minute episodes are available for viewing on the Smith Athletics website with highlights posted on Instagram.
Hoping to include an athlete perspective, Lawrence expanded this new initiative to include “Bagels & Bears.” This series is sponsored by Lichter and Levin, the new delicatessen in downtown Northampton. It features interviews with student-athletes, covering anything from meet and game strategy breakdowns to studying abroad as an athlete. Joe’s Café Northampton also collaborated with Smith Basketball last season, streaming their championship games at their establishment in exchange for the team’s promotion of the restaurant.
Although student-athletes have strict guidelines when it comes to sponsorships, institutions have always been allowed to enter in financial partnerships with corporate sponsors. Sponsorships with local companies have been a largely untapped market for Smith Athletics until now, but Lawrence said it is an opportunity used by many other comparable schools.
“These sponsorships allow companies and organizations to directly support athletics departments through financial donations, marketing collaborations or other forms of engagement,” she said. “And then many schools are really leveraging the partnerships to boost revenue, enhance brand visibility and strengthen their athletic programs.”
The athletic department does not receive direct financial support from these new series, but both groups benefit from increased visibility in the media, boosting interest as well as sales.
Community involvement has been key to Smith Athletics’ recent success. Lawrence noted increased fan attendance in recent years not only for the highly successful basketball program, but also for other sports. She emphasized the importance of reciprocating that support.
“It’s important for all teams to get out in the community, whether that’s volunteering at a local school through our National Women and Girls in Sports Day or (volunteering with) Special Olympics. We’ve done partnerships in the past with both of those organizations,” she said.
“Athletics serves as a hub for local pride,” Lawrence said. “Involving local businesses really helps deepen that shared sense of connection. And down the road, I think that possibly bringing in more businesses could help enhance the game day experience through concessions, giveaways or fan promotions.”
Overall, the new partnerships in athletics have further strengthened the relationship between Smith Athletics and the local Northampton community. They have also attracted attention to the new Smith mascot, the Bears, contributing to a rebrand that Lawrence hopes will better reflect the community values and competitive spirit of Smith Athletics.
