Baystate Health Expands Partnership with UMass Athletics

AMHERST, Mass. — UMass Athletics and Baystate Health, in collaboration with Learfield’s UMass Sports Properties, announced today an expanded, multi-year partnership that will bring new on-field branding and additional fan engagement opportunities to UMass Athletics.

The expanded partnership brings together two of the region’s largest employers and well-known organizations – UMass Amherst and Baystate Health – who already have a strong academic and clinical relationship and are deeply connected in the community. Each semester, Baystate Health hosts UMass undergraduate students for clinical placements across its hospitals, offering preceptorships for many seniors, and clinical hours for graduate students pursuing advanced degrees. Baystate Nursing Research collaborates with the Elaine Marieb Center for Nursing and Engineering Innovation to support nurse-led research and innovation. This fall, Baystate and UMass Amherst launched an internship program for students interested in careers in business-related fields, including marketing and finance. Together, UMass Amherst and Baystate Health are investing in thousands of employees, students, patients, families, and fans across the region, to strengthen community connections, invest in the region and help generations thrive.

“UMass Amherst and Baystate Health have done much together over the decades, and this is a unique opportunity to further strengthen a longstanding partnership,” said Peter D. Banko, President & CEO of Baystate Health. “We are excited to deepen our support of UMass, its athletic programs, and its student athletes and hope this can be the impetus for other organizations to join us in advancing communities across Western Massachusetts.”

Beginning with the 2026 football season, the Baystate Health logo will be featured on both 25-yard lines at McGuirk Alumni Stadium, the home of Minuteman football since 1965. The new placement marks the first time a brand’s logo will be featured on the gridiron and a significant expansion of the health system’s longstanding partnership with UMass Athletics.

Baystate Health has been an outstanding partner of Massachusetts Athletics for more than a decade, and we're excited to keep growing that partnership for years to come," said Director of Athletics Ryan Bamford. "Baystate Health's commitment reflects a shared investment in the health, well-being and success of our more than 650 student-athletes and the broader UMass community. We're grateful for the continued support and look forward to achieving even more together."

Baystate Health will also have a presence across UMass hockey and men’s and women’s basketball with prominent branding throughout the Mullins Center, including the ‘Baystate Benches’ featuring exclusive signage behind both hockey benches. The partnership also expands the Junior Captain of the Game, a fan-favorite UMass Hockey promotion, to include every home football and hockey game throughout the 2026-27 season. The program gives local aspiring young athletes and dedicated fans (ages 6 to 12 years) the opportunity to be recognized as Junior Captain and join the team for a memorable gameday experience, alongside in-game recognition and social media enter-to-win sweepstakes opportunities for UMass fans.

With a workforce of nearly 13,000 team members, Baystate Health is an economic and health pillar in Western Massachusetts serving over 800,000 people. The partnership connects the integrated health system with a passionate UMass fan base in the region. According to Learfield’s Fanbase platform, the largest proprietary fan data database in college athletics, more than 325,000 UMass fans live within 10 miles of a Baystate Health location, while nearly half of all UMass fans visited Baystate Medical Center in the past 12 months.

“Baystate Health and UMass Athletics have deep roots in Western Massachusetts, making this a natural partnership with tremendous potential to connect with the local community,” said Andrew Stuebner, General Manager of UMass Sports Properties. “We are proud to help build partnerships that are not only highly visible but strategically aligned with the communities and audiences our partners want to reach.”

UMass Sports Properties, the locally based team of Learfield – the leading media and technology company powering college sports – is the exclusive multimedia rights holder for UMass Athletics and handles all sponsorships, in-venue signage, and advertising on behalf of the university.

About UMass Athletics

Massachusetts Athletics is home to 21 NCAA Division I programs and more than 650 student-athletes. who proudly represent the Commonwealth. Guided by its mission to Educate, Win, Inspire and Invest, the department is committed to developing champions in competition, the classroom and the community through strategic investments in people, programs and facilities. That commitment is reflected in our student-athletes’ sustained academic excellence, highlighted by a school-record NCAA Academic Progress Rate (APR) score of 995 for the 2024-25 academic year and 20 consecutive semesters with a departmental GPA above 3.0. As a proud member of the Mid-American Conference, Hockey East, the Atlantic 10 (men's lacrosse), the Summit League (men's soccer) and the Missouri Valley Conference (men's swimming and diving), Massachusetts Athletics continues to elevate its programs while building meaningful connections with alumni, fans, corporate partners and communities throughout New England and beyond.

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.