UMassFive Awards Amherst Cinema $10,000 UMass Athletics Advertising Package

AMHERST — UMassFive College Credit Union announced Amherst Cinema as the grand prize winner of its second annual Small Business Spotlight contest. Nominated by the community, the winner was revealed at the final UMass football home game of the season at McGuirk Alumni Stadium on Nov. 25, ahead of Small Business Saturday.

Amherst Cinema will receive a $10,000 UMass Athletics advertising package, featuring exposure across digital displays, radio reads, email campaigns, and tabling opportunities at the Mullins Center during UMass basketball and hockey home games for the remainder of the season.

The contest underscores the partnership between UMassFive, UMass Athletics, and UMass Sports Properties (the official multimedia rights holder for UMass Athletics) and their shared commitment to uplifting small businesses while strengthening community ties.

“Small businesses are the heart of our community, and we’re proud to celebrate the incredible contributions they make every day,” said Craig Boivin, vice president of Marketing at UMassFive. “Through this contest, we aim to support these businesses’ growth while highlighting their positive impact on our community.”

The Small Business Spotlight contest received nearly 100 nominations from across Western Mass., highlighting businesses that excel in service, innovation, and community engagement. Two secondary winners — Masuda’s Cafe and InfinityEd — were awarded $500 cash prizes to support their ongoing community efforts.

“We’re once again thrilled to work with UMassFive to spotlight local businesses,” UMass Amherst Director of Athletics Ryan Bamford said. “Small businesses are a vital part of our community’s character, and we’re honored to lift up their stories and share with our fans and alumni.”

Yasmin Chin Eisenhauer, executive director of Amherst Cinema, added, “on behalf of the cinema, we’re absolutely thrilled to be named this year’s Small Business Spotlight winner. As a nonprofit arthouse located in the heart of downtown, we’re deeply committed to bringing our community together through the magic of cinema 365 days a year. And as we gear up for our 20th anniversary, the opportunity to partner with UMassFive and UMass Athletics comes at an especially meaningful time and is deeply appreciated.”