University of Massachusets Athletics
Big Y Foods Named the Official Grocery Partner of UMass Athletics in a Renewed Multi-Year Partnership
March 06, 2026 | Athletics Department
UMass Athletics announced today a multi-year partnership with Big Y
AMHERST, Mass. – Massachusetts Athletics announced today a multi-year partnership with Big Y, one of New England's most trusted family-owned grocery chains, to continue a relationship that has spanned more than 10 consecutive years. Through the agreement, Big Y secures the designation as the "Official Grocery Partner of UMass Athletics."
The partnership, which includes the official designation along with prominent in-venue branding and fan engagement initiatives, was secured on behalf of UMass Athletics by athletics multimedia rightsholder UMass Sports Properties, the locally based team of Learfield – the leading media and technology company powering college athletics.
"As we celebrate our 90th anniversary this year, our continued partnership with UMass Athletics is especially meaningful to us," said Sarah Steven, Vice President Marketing at Big Y Foods. "For nine decades, Big Y has been committed to serving the communities we call home, and UMass plays an important role in that connection. This partnership allows us to engage with a new generation of fans while continuing to support the student-athletes, programs and traditions that make UMass Athletics such a source of pride across the region."
As part of the renewal, Big Y will receive signage and branding at the Mullins Center, including at the student entrance for UMass hockey and basketball games, as well as dasherboard signage during Minutemen hockey games. The partnership also features game sponsorships, in-game promotions — including Coaches Pizza Deliveries at select games — and integrated social media campaigns.
"Big Y is a familiar part of daily life for our students and Amherst community, which makes this partnership truly meaningful," University of Massachusetts Athletic Director Ryan Bamford said. "This renewal helps us connect with students and fans while celebrating a milestone year for a brand that has been part of Western Massachusetts for generations."
By leveraging Fanbase, the most comprehensive fan data infrastructure in college athletics, UMass Sports Properties identified UMass Athletics as a strong platform for Big Y to reach a younger audience. Data shows UMass fans are, on average, 12.6 years younger than the average U.S. adult, allowing Big Y to connect with consumers through targeted, localized activations that extend beyond game day.
"Fanbase allows us to show partners like Big Y exactly who the UMass fan is," stated Andrew Stuebner, General Manager of UMass Sports Properties. "When the data clearly shows an audience that aligns with Big Y's goals to build true community engagement, we can build a partnership strategy that's intentional and designed to deliver value."
About Big Y
Big Y Foods, Inc., is a family-owned, locally focused supermarket chain serving communities across the Northeast. With more than 10,000 dedicated employees, Big Y operates supermarkets, Table & Vine fine wine, beer and liquor and Big Y Express fuel and convenience locations. Renowned for its commitment to people and purpose, Big Y has earned recognition from Forbes as a Best-In-State Employer in Massachusetts and Connecticut for seven straight years and from Newsweek as one of America's Most Trustworthy Companies for three years running. Founded in 1936 by brothers Paul and Gerald D'Amour, the store takes its name from an intersection in Chicopee, Massachusetts, where two roads converge to form a "Y."
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
-- UMassAthletics.com --
The partnership, which includes the official designation along with prominent in-venue branding and fan engagement initiatives, was secured on behalf of UMass Athletics by athletics multimedia rightsholder UMass Sports Properties, the locally based team of Learfield – the leading media and technology company powering college athletics.
"As we celebrate our 90th anniversary this year, our continued partnership with UMass Athletics is especially meaningful to us," said Sarah Steven, Vice President Marketing at Big Y Foods. "For nine decades, Big Y has been committed to serving the communities we call home, and UMass plays an important role in that connection. This partnership allows us to engage with a new generation of fans while continuing to support the student-athletes, programs and traditions that make UMass Athletics such a source of pride across the region."
As part of the renewal, Big Y will receive signage and branding at the Mullins Center, including at the student entrance for UMass hockey and basketball games, as well as dasherboard signage during Minutemen hockey games. The partnership also features game sponsorships, in-game promotions — including Coaches Pizza Deliveries at select games — and integrated social media campaigns.
"Big Y is a familiar part of daily life for our students and Amherst community, which makes this partnership truly meaningful," University of Massachusetts Athletic Director Ryan Bamford said. "This renewal helps us connect with students and fans while celebrating a milestone year for a brand that has been part of Western Massachusetts for generations."
By leveraging Fanbase, the most comprehensive fan data infrastructure in college athletics, UMass Sports Properties identified UMass Athletics as a strong platform for Big Y to reach a younger audience. Data shows UMass fans are, on average, 12.6 years younger than the average U.S. adult, allowing Big Y to connect with consumers through targeted, localized activations that extend beyond game day.
"Fanbase allows us to show partners like Big Y exactly who the UMass fan is," stated Andrew Stuebner, General Manager of UMass Sports Properties. "When the data clearly shows an audience that aligns with Big Y's goals to build true community engagement, we can build a partnership strategy that's intentional and designed to deliver value."
About Big Y
Big Y Foods, Inc., is a family-owned, locally focused supermarket chain serving communities across the Northeast. With more than 10,000 dedicated employees, Big Y operates supermarkets, Table & Vine fine wine, beer and liquor and Big Y Express fuel and convenience locations. Renowned for its commitment to people and purpose, Big Y has earned recognition from Forbes as a Best-In-State Employer in Massachusetts and Connecticut for seven straight years and from Newsweek as one of America's Most Trustworthy Companies for three years running. Founded in 1936 by brothers Paul and Gerald D'Amour, the store takes its name from an intersection in Chicopee, Massachusetts, where two roads converge to form a "Y."
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
-- UMassAthletics.com --
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