By Beth Schnitzer—
A Legacy of Inclusion
For the second time, I had the privilege of returning to Union Catholic High School in New Jersey with my sister, Jaimie Westley, to present the Bette “S” Schnitzer Endowed Scholarship, established in honor of our mother, Bette Schnitzer.
Jaimie presented the inaugural scholarship in 2024, and this year it was especially meaningful for me to stand before students and families at the school that was such an important part of my mother’s life. For more than 35 years, she served as Athletic Director, Chair of the Physical Education Department, teacher, and coach. She believed deeply in the power of sports to build confidence, character, and community, and she made it her mission to ensure everyone felt welcomed, included, and valued.
That message feels especially meaningful during Pride Month.
The scholarship is awarded to a Union Catholic junior involved in athletics who aspires to pursue coaching, PE, sports business, or a related field. While my sister and I do not select the recipients, we had the pleasure of meeting this year’s honorees, twin sisters Sadie and Sophia Thompson, standout members of the track and field and cross-country teams. Listening to their story and learning about the commitment their family makes each day—including an hour-long commute to school—left us inspired and optimistic about the future.
Wearing Union Catholic blue and my mother’s Hall of Fame pin, I felt her presence throughout the evening. It was heartwarming to reconnect with many of her former colleagues, who continue to carry forward the same spirit of encouragement and support that defined her career. Seeing young people pursue their dreams while surrounded by educators who believe in them reminded me that a lasting legacy is not measured by trophies or titles, but by the lives we touch along the way.
As I reflected on my mother’s impact and the opportunities being created for the next generation, I couldn’t help but see similar themes playing out across the sports world—from the Bay Area’s growing role on the global stage to the continued expansion of opportunities for athletes, fans, and future leaders alike.
World Cup Fever Arrives in the Bay Area
The World Cup has officially arrived in our backyard.
My World Cup journey began, not in a media workroom, but in the stands at San Francisco Bay Area Stadium, thanks to tickets purchased through an America SCORES fundraising event. While I had hoped to attend as credentialed media, experiencing the match as a fan provided a unique perspective—I was able to soak in the atmosphere alongside supporters from around the world.
My business partner Raghu Shivaram and I arrived early to fully experience the festivities surrounding Jordan’s match against Austria. As a veteran of the 1994 FIFA World Cup Organizing Committee, it was exciting to once again feel World Cup energy more than three decades later.
Arriving early had its advantages. Raghu and I wandered the concourses, took photos, and soaked in the atmosphere alongside fans from around the world. It was clear this was more than a soccer match. Thousands of fans, many dressed in red and white representing both nations, filled the stadium grounds. Austrian supporters gathered in a spirited rally, complete with chants, songs, flags, and megaphones. Jordanian fans answered with enthusiasm and chants of their own, creating what often felt like a home match for Jordan as they were making their first-ever World Cup appearance.
Raghu and I fully embraced the World Cup spirit. Both of us wore FIFA World Cup Trophy pins, and I proudly sported my official U.S. Men’s National Team red-and-white jersey, complete with my name on the back.
Then came an unexpected surprise—we suddenly spotted ourselves on the giant videoboard. We laughed and embraced the moment, a reminder that the World Cup experience belongs as much to the fans as it does to the players.
Outside the stadium, sponsor activations and fan experiences drew long lines, creating a vibrant international celebration before kickoff.
Inside the stadium, the atmosphere was electric. We met fans who had traveled from New Mexico, Austria, and Germany. By kickoff, the venue was packed. Jordan struck first, sending its supporters into a frenzy before Austria responded and ultimately secured a 3–1 victory.
One of the most fascinating aspects of the experience was seeing FIFA’s “Clean Stadium” requirements in action. Levi’s Stadium as we all know it has temporarily become San Francisco Bay Area Stadium. Non-FIFA sponsor branding must be covered, including the iconic Levi’s logo. The massive exterior sign was wrapped in a tight white covering that cleverly preserved the recognizable silhouette while complying with FIFA regulations.
What made the situation especially interesting from a marketing perspective was how Levi’s embraced the challenge rather than fighting it. Through social media, they leaned into the conversation, turning a temporary restriction into a memorable branding moment—a masterclass in brand awareness. The coverage itself became the story.
Rather than diminishing the brand, the temporary transformation reinforced it. Everyone knew the stadium had to be renamed for FIFA, yet everyone was still talking about Levi’s Stadium. That level of top-of-mind awareness is remarkably difficult to achieve and serves as a powerful example of how smart brands can capitalize on moments they do not fully control.
For Raghu and me, that wrapped sign represented two things at once: a visible reminder that the Bay Area is welcoming the world, and a brilliant example of modern branding. As marketers, we appreciated how Levi’s turned a limitation into a clever branding opportunity, creating a moment that resonated with fans, generated conversation, and highlighted the global spotlight now shining on our region.
Valkyries Fever Continues
Women’s sports momentum continues to grow across the Bay Area, and I recently had the opportunity to experience it from a completely different perspective.
On June 2, I attended the Golden State Valkyries’ Commissioner’s Cup matchup against Portland Fire. As someone who typically enters Chase Center as credentialed media, this experience was entirely different. A friend invited me to join a group of women in the Theatre Suite, allowing me to enter through a different entrance and experience areas of the arena I had never previously explored.
I loved the energy throughout the concourse and the number of sponsor activations celebrating the Valkyries. One of the highlights was a stunning recreation of Ballhalla, creating a unique gathering photo opportunity for fans. I was also impressed by the activation from J Vineyards & Winery, the official sparkling wine partner of the Valkyries.
The Sonoma County winery featured a beautiful tasting experience showcasing its Brut Rosé and Cuvée 20, with a steady stream of fans stopping by to raise a toast to the Valkyries. As a female-founded and female-led winery, J Vineyards’ partnership with the Valkyries reflects a shared commitment to empowering women both on and off the court.
From community events and watch parties to in-arena experiences, the partnership feels authentic and purposeful. The atmosphere throughout Chase Center reflected that same spirit. Everywhere I looked, fans were proudly sporting Valkyries gear, many dressed in sparkling, dazzling outfits that reflected the excitement surrounding this franchise and its continued run of sellout crowds.
J Vineyards will feature tastings at Pride Night June 26 and Pride Weekend on June 28.
While the game itself was an exciting W, what stood out most was the growing community surrounding this franchise. The enthusiasm, engagement, and support continue to thrive.
Pride, Progress & Opportunity
As I reflected on presenting the Bette “S” Schnitzer Endowed Scholarship, experiencing the excitement of the FIFA World Cup in the Bay Area, and witnessing the sustained support surrounding the Valkyries, one theme continued to emerge: the power of sports to bring people together.
Whether it’s inspiring the next generation of student-athletes, welcoming fans from around the world, or creating new opportunities for women in sports, the Bay Area continues to demonstrate why it remains one of the most dynamic and inclusive sports communities anywhere.
With Major League Cricket arriving at the Oakland Coliseum later this month and Olympic excitement continuing to build toward LA28, the opportunities for fans to experience global sports in the Bay Area continue to expand.
Signing off from the Bay, where passion meets the play.
Beth Schnitzer is the Co-Founder and President of Spritz and is the former President of WISE (Women in Sports and Events).
Beth’s Bay Area Sports Beat
Published on June 25, 2026
Recent Comments