In a refreshing twist on traditional Name, Image, and Likeness (NIL) deals, a family-owned bagel shop in Baltimore is making headlines by partnering with Towson University athletes in a way that goes beyond monetary compensation.
Bagel Works, owned by Samantha Giancola and her husband for over 26 years, has recently signed its first female athlete, India Johnston, a senior on Towson’s women’s basketball team.
This partnership isn’t just about free meals; it’s about real mentorship and support for student-athletes during and after college.
Innovative NIL Deal: Beyond Monetary Compensation
Unlike most NIL deals that focus on financial perks, Bagel Works has taken a different route that fits their small business values.
As Giancola put it, We took a different approach because we’re a small business. We don’t have thousands and thousands of dollars to give out in all transparency, but we have a great product, so we were confident in that.
The partnership gives student-athletes something arguably more valuable than cash: life skills and real support.
For Johnston, it’s about more than just free food. Their food is amazing, so I mean you can’t go wrong with that, and then another part, money isn’t everything, you know, like. Another way to my heart is food, to be honest, she said, with a laugh.
Commitment to Student-Athlete Success
Bagel Works’ commitment goes well beyond providing meals.
Giancola emphasized their dedication to helping student-athletes succeed both during and after college. The number one reason is because we really genuinely care about these athletes. We’re there to help them, to help them through school, to help them write resumes, the things that they’re going to have to do after college sports, she said.
The relationship has become meaningful for both sides.
The Bagel Works owners regularly show up at Johnston’s games, cheering her on. I just like the way they carry themselves and I like, I really like how they, what they value, you know, it’s rare to come across really nice genuine people and not only do they say they support me but they were at home games, Johnston noted.
A New Model for NIL Partnerships
Bagel Works’ approach could be a model for other small businesses hoping to support local athletes without the deep pockets of traditional sponsors.
- Free Meals: Student-athletes get delicious food from Bagel Works, which definitely helps with expenses.
- Mentorship: Athletes receive guidance on essential life skills, like resume writing and career planning.
- Support System: The real care from the Bagel Works family helps athletes deal with the ups and downs of college life.
Community Engagement
This partnership also forges a stronger sense of community.
By attending games and showing up for the athletes, the Giancolas aren’t just sponsors—they’re part of the story.
That kind of engagement builds a deeper connection between the business and the local community.
Future Plans and Expansion
Giancola mentioned that Bagel Works is excited to partner with more student-athletes throughout the Baltimore area.
This enthusiasm hints that the model could grow, benefiting more athletes and maybe even setting a new standard for NIL deals.
We remain excited to partner with more student-athletes throughout the Baltimore community, Giancola said.
This forward-thinking approach could inspire other small businesses to try similar partnerships, creating a network of support for student-athletes across different sports and schools.
Impact on Towson University Athletics
This partnership is a boost for Towson University athletics.
By connecting with local businesses, the university can offer athletes more well-rounded support, making their college experience richer.
For Johnston and her teammates, teaming up with Bagel Works is proof that community support matters.
It shows even small businesses can make a real difference for student-athletes, giving them the resources and encouragement to succeed on and off the court.
The partnership between Bagel Works and Towson University athletes is shaking up how NIL deals are done. Instead of just writing checks, this small business leans into mentorship and real support.
They’re making a difference in the lives of student-athletes. It’s not your typical sponsorship, and honestly, it’s kind of refreshing to see.
Want to dig deeper? The full article is over at WMAR2 News.
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