How one bagel shop figured out how to use NCAA NIL deals to grow its small business

At the end of April, Bagel Works of Hunt Valley—a devoted supporter of Towson University athletics—signed its first official NIL (Name, Image, and Likeness) sponsorship with a women’s NCAA Basketball player, Alia Johnston of Towson University.

That’s right: a single location bagel shop is now investing in college athletes as part of its business growth strategy. And this isn’t their first foray into NIL agreements. Since entering the NIL space a few years ago, Bagel Works has sponsored six
athletes across a few different of sports.

If you’ve been following college athletics since NIL deals were legalized, you might be surprised to hear that a single-location bagel shop in Baltimore County, Maryland, is taking part in this trend. When NIL deals first emerged, headlines centered on powerhouse universities like Ohio State, Texas, and Michigan, whose football programs alone have seen NIL investments surpass $20 million. For small businesses, NIL didn’t seem like a viable or affordable option.

How NIL Works

For decades, the NCAA barred student-athletes from receiving compensation beyond scholarships and stipends, in line with its principle of amateurism. That changed in 2021, when a U.S. Supreme Court ruling determined that NCAA restrictions on athlete compensation violated antitrust laws. This landmark decision opened the door for college athletes to earn money through social media promotions, autograph signings, personal appearances, merchandise sales, and brand partnerships—all while retaining their collegiate eligibility.

The full impact of NIL is still unfolding. While athletes now have unprecedented opportunities for income, branding, and career advancement, the shift has also raised concerns about recruiting fairness, team dynamics, and income disparities.

How Bagel Works Entered the NIL Market

So, how did Bagel Works—located in Hunt Valley, about 10 miles from Towson’s campus—decide to jump into NIL sponsorships?

If you attended a Towson University basketball game this past season, chances are you saw Bagel Works in action. From scoreboard ads at Towson Arena to halftime contests where students competed for gift cards, Bagel Works made its presence known.

I was at one of those games with my son when I noticed their ad and asked aloud, “Why would a bagel shop located 10 miles away be advertising to Towson students?”

Back in my college days, I wouldn't have driven that far for food—unless it came with a free six-pack of Natty Light. But as I’d come to learn, Bagel Works’ authentic New York–style bagels are “that good,” and many loyal customers will drive well out of their way to get them. And there’s a deeper story behind this partnership.

While covering Towson Men’s Basketball during its regular-season CAA Championship run under Coach Pat Skerry, I crossed paths with Samantha Giancola, who co-owns Bagel Works of Hunt Valley with her husband, Tim Giancola.

Tim, a long time supporter of Towson Athletics, graduated from Towson in 1994 and played middle linebacker under Coach Gordy Combs. After a brief stint in the corporate world, Tim took a job as a baker at Bagel Works, learning to craft “perfect” bagels from scratch and eventually buying into the business. Over the years, he operated several Bagel Works locations before deciding to focus solely on the Hunt Valley shop.

“The fact that I can work with athletes and be able to tie it in with my business for these past few years has been an amazing , humbling experience. The partnership we have with Towson university specifically is one I am proud of”
 
 - Tim Giancola, Owner Bagel Works Hunt Valley

Samantha, who married Tim this past October, joined the business four years ago, bringing her corporate sales and marketing experience—originally in the cosmetics industry—to grow the brand and expand its catering operations. Spend five minutes with Samantha and it’s clear she has a sharp mind for sales and strategy. It’s no surprise she began exploring unconventional ways to boost visibility—including NIL.

The First NIL Deal

Samantha told me their NIL journey began when a college lacrosse player walked into the shop and asked, “Do you have an NIL program?” At the time, they didn’t. But Samantha, intrigued, did some research. Soon after, that student became their first NIL partner.

“Our goal has always been to get people to come eat at Bagel Works,” Samantha said. “Being in Hunt Valley, we’re a bit off the beaten path, so we had to get creative.”

Recognizing the need to appeal to a younger demographic, Samantha doubled down on NIL—but without writing big checks to athletes. Instead, Bagel Works’ NIL arrangements are typically food-based: meals at the shop, gift cards, or shipped bagel packages. In return, athletes provide social media promotion, brand shout-outs, and personal appearances.

So far, Bagel Works has worked with athletes from sports like lacrosse, basketball, soccer, and football,—including Christian May (Basketball), and Joden Nelson (Football).

Relationships Over Transactions

Samantha emphasizes that they’re very selective about who they sponsor. “We’re in the stands at lacrosse and football games. We know the players by name. There’s a real relationship here.”

That consistency paid off. Towson Athletics has since referred team catering orders to Bagel Works. Athletes now regularly receive travel meals for away games—both Towson teams and their opponents. Coaches also give Bagel Works a heads-up when groups of athletes plan to dine in.

“We do gift card raffles, campus promotions, team meals—it’s made a huge difference,” Samantha said. “We generate a lot of revenue from this partnership.”

Their approach is lean and smart: “We’re small but mighty,” Samantha says. “we’ve
been able to expand well beyond what our budget would allow by rewarding athletes with our food, our time, and our support.”

Bagel Works of Hunt Valley proves that small businesses can find big wins in the NIL era—with the right mix of creativity, community connection, and strategic thinking. While the headlines may focus on million-dollar deals at major universities, it’s these grassroots efforts that show NIL’s true potential to empower both athletes and entrepreneurs.

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