What began as a local sports team sponsorship has grown into an educational program across three school systems. 2026 marks four years of Gentex partnering with the Grand Rapids Gold for the “March is Reading Month” program, an initiative that has helped inspire a love of reading for more than 31,000 elementary students across the Lakeshore region of West Michigan.
Gentex first partnered with the Grand Rapids Gold as a sponsor in 2022. Alongside the team sponsorship, both organizations were exploring new ways to make a meaningful impact in the community. Conversations quickly landed on an education program that could use the strengths of both Gentex and the Gold to enhance local students’ learning experiences.
The fit was natural. Gentex has long supported education through school partnerships, STEM initiatives, and hands‑on learning experiences for students in Zeeland, Holland, and surrounding communities. Adding a fun reading program expanded that commitment in a new direction.
“We wanted, and still want, kids to get excited about reading,” said Joe Matthews, Vice President of Diversity, Equity, and Inclusion at Gentex. “Literacy is just as important as math and science for students, and for the future workforce.”
For the Gold, the partnership provided an opportunity to have an impact in the region beyond the basketball court. “Even though our focus is basketball, education presents one of the most important opportunities for our organization to engage in the community,” said Trey Connor, COO of the team. “We wanted to utilize our platform within sports to incentivize students to develop essential skills, like reading.”
In its first year, the March is Reading Month program reached nearly 4,000 students in Zeeland and Holland Public Schools. Students from Young 5s through fifth grade committed to reading at least 20 minutes outside of school each week in March, earning weekly prizes sponsored by Gentex. Every participating student also received a brand‑new book to take home.
The program quickly became a highlight of the school year for local students. Visits from Buckets, the Grand Rapids Gold mascot, players, and Gentex team members helped bring learning to life. Students and families were also invited to attend a special Gentex Night at a Gold game at no cost.
For the schools, the program has been transformative for both students and teachers.
“The Reading Month program has really united our district around a common goal every March: to get kids excited about reading and provide them with the time and tools to engage in reading,” said Julie Paterick, Assistant Superintendent of Early Childhood and Elementary Curriculum at Zeeland Public Schools.
“Our disctrict’s approach to Reading Month ensures that all students have the opportunity to participate by removing barriers and providing access to every child, regardless of age or ability,” continued Paterick. “It has also made our teachers feel supported by the community in their efforts to engage and motivate young readers.”
As the enthusiasm and impact around the Reading Month program has grown, so has its reach. West Ottawa Schools began to participate in the incentive program in 2023, expanding Gentex and the Gold’s support to around 3,000 additional students per year. The program concept is even being discussed with other teams nationwide to enhance reading in other communities.
“For me, this program is a ripple that can become a wave,” said Matthews. “There’s something to be said for when you have a company that is doing its best to be a part of the community, and at Gentex that starts from the top - it’s something that our CEO really leans into. Providing great-paying jobs is important, but being fully invested in the community is also critical.”
Four years into the program, the initial community investment by Gentex through the Gold’s Reading Month program continues to impact students and educators.
“Every year, we receive thank you notes from students and families that say how students insist on finishing their reading to earn the weekly prize, or how students get hooked on reading during the program,” said Paterick. “The Reading Month program’s impact has been transformative, and we are so grateful to our community partners for their support of our efforts to engage readers.”
