Maine
University of Maine at Augusta Freshman Inks NIL Partnership With Aroma Joe’s
Near the end of December, Pliable Marketing, a Maine-based marketing company that burst onto the NIL scene throughout 2024 with a focus on athlete branding, expanded its growing list of clients.
University of Maine at Augusta freshman Emma Boulanger joined more than 30 other athletes at the high school, college and professional levels under the Pliable Marketing umbrella from all across the United States.
They wasted no time in helping her secure a name, image and likeness deal, as she now has a partnership with Aroma Joe’s, a local coffee shop. They have two locations in the Maine capital and she is the ninth person who has become an ambassador for the business.
“As a college athlete, I am excited about the opportunity to pursue name, image and likeness opportunities. I see this partnership with Aroma Joe’s as a way to spread positivity to others, including promoting women’s sports to inspire the next generation of young girls. Aroma Joe’s and Pliable have created some amazing opportunities for high school and college athletes so I am really excited to be part of more events in the Augusta community and beyond,” said Boulanger.
A two-sport athlete, Boulanger is currently playing forward for the women’s basketball team, where she has played in 16 games and is averaging 4.4 rebounds. During her senior year at Sacopee Valley High School, she was named the Western Maine All-Conference First team and invited to the Maine McDonald’s All-Star game.
A three-sport athlete in high school, she played soccer and softball in addition to her work on the hardwood. At Augusta, she will be playing softball in the spring.
“Emma is one of the hardest working athletes I have met. She typically starts her day working the morning shift at 4 a.m. and then goes to class, has practice or a game and maintains really good grades. As a two-sport athlete, she has really good time management skills. When you factor in Emma’s personality and her passion for Aroma Joe’s, this was a perfect name, image and likeness partnership for her. I know she really wants to use her platform as an athlete to give back to her community and support the next generation of high school and college athletes in Maine and beyond. Emma is a great role model and is going to inspire a lot of other athletes with this NIL partnership,” said Greg Glynn, founder & CEO of Pliable.
As part of the deal with Aroma Joe’s, Boulanger will receive compensation for her name, image and likeness by appearing in social media posts and making promotional appearances for the business.
She will be promoting events in August, Kennebec County and other places around New England. Boulanger is featured in a commercial that will appear during telecasts of the basketball games on Munzing Media as well.
“We are very excited to work with Emma since she goes to college so close to the two Aroma Joe’s locations in Augusta. This partnership is unique because she is the first community ambassador who already works at Aroma Joe’s and her college is located in the same city where Aroma Joe’s has two locations. This will make it easy for her to be involved in community events and help spread positivity in the Kennebec Valley area and beyond. We know Emma is going to be a great role model for kids to look up to, and to showcase how athletes can give back to their communities,” said Crystal Brown, Community Marketing Manager for Aroma Joe’s Development ME/NH.
Maine
Maine competition gives creative entrepreneurs the chance to win money
BANGOR, Maine (WABI) – If you’ve ever wondered what goes into pitching a good business idea, you might want to stop by a Big Gig event.
The Big Gig Entrepreneurship Pitch Off brings professionals from across the state together to network and pitch their early-stage business ideas for a chance to win $500.
Tuesday’s competition was held at the Salty Brick Market in Bangor, and it drew a lot of spectators.
“The winners of each semifinal event get $500 and the opportunity to compete for $5,000, so that can make a huge impact on a business that’s just getting off the ground,” said Renee Kelly, a Big Gig organizer.
The winner of the competition, Colin McGuire, was also grateful for the opportunity to showcase his idea “Art on Tap,” which would connect local artists with local venues trying to put on events.
“The support tonight is huge, and it’s just giving me more enthusiasm for running with the idea,” he said.
The season finale of the competition will be held May 19th.
The location is yet to be determined.
If you’d like to apply to compete in the contest, you can go to biggig.org.
Copyright 2026 WABI. All rights reserved.
Maine
This Monster Burrito Challenge in Waterville, Maine, Is Not for the Weak
Are you up for a Maine food challenge, or are your eyes bigger than your stomach?
A Waterville staple, Buen Apetito has a monster burrito just waiting for someone to eat it down to the very last bite.
This thing is a beast, literally called La Bestia, and it’s definitely a mighty task for a fearless foodie.
Take on the Buen Apetito La Bestia Food Challenge in Waterville, Maine
According to Buen Apetito, if you can finish a super-sized burrito in 30 minutes or less, you’ll get the $60 meal for free, a La Bestia champion shirt, and a picture on the wall of fame. That’s not to mention the bragging rights of dominating a task few will be able to conquer.
Wondering what’s in the burrito?
The Mexican restaurant shared in a Facebook comment on a post that the burrito is filled with “grilled chicken, chorizo, and tender shredded beef or pork. Built on a layer of seasoned rice, refried beans, and French fries, it’s melted together with a shredded Mexican cheese blend and a drizzle of creamy cheese sauce, sautéed peppers and onions, green salsa, pico de gallo, sour cream, creamy guacamole, and a bed of shredded lettuce all wrapped in three extra-large tortillas fused into one epic wrap.”
Let’s just say that this thing is packed full.
The first La Bestia contender took up his fork and knife in December 2025, but despite coming close, he couldn’t come out with the win.
As of March 2026, the challenge has remained undefeated. But you never know, someone is bound to come out victorious.
Just note that you can only try your hand at this food challenge on Wednesday and Thursday.
Buen Apetito Has Been a Longstanding Waterville, Maine, Restaurant
First opened in 1999, Buen Apeitito has been around for nearly 30 years.
Centralmaine.com reported that the Mexican restaurant was originally located at the Railroad Square complex off Chaplin Street before moving to 99 West River Road in 2023.
A little over a year later, in 2024, Buen Apetito shared on Facebook that it was passing on the torch to new owners, including Dalia, “the heart and soul of [the] kitchen for twenty years,” her daughter, Norma, and Norma’s husband, Shawn.
READ MORE: Famous Maine Restaurant Buen Apetito Adds Powerhouse New Owner to Crew
And it seems like not only are things still going strong, but new additions like La Bestia food challenge are only enhancing the spirit of big flavor and delicious Mexican food at the Waterville staple.
So, you think you’re up for the task of taking down a beast of a burrito at Buen Apetito? Good luck.
You Know You’re From Maine If You’ve Tried All 19 of These Foods
Here’s a number of foods associated with Maine. How many of them have you had?
Gallery Credit: Sean McKenna
The New York Time’s Best Restaurant Lists Feature These 7 Maine Spots
Gallery Credit: Sean McKenna
Maine
How the Good Neighbor Day of Giving telethon is impacting Maine’s communities
BANGOR, Maine (WABI) – Monday’s telethon held by WABI in partnership with Penquis and Heart of Maine United Way Monday raised money for the heating of homes, something so basic, yet so significant in a state like Maine.
Danielle Hewes, Penquis contributor and volunteer, says some people might not even know that they qualify for heating assistance.
“I think there’s this misconception that you can’t get that if you’re working. Like that’s just for people on general assistance. The truth of the matter is this is for the people that are maybe not able to work, but also for the people that are working. They’re making ends meet,” she said.
For Danielle, that’s what makes events like the telethon so special: it’s making a real difference in the community with people who need the help the most.
Speaking about Penquis in particular, she said, “You learn about all of the other things they do and how they help the community and you can’t help but want to be a part of that.”
If you weren’t able to donate Monday, donations are still being accepted.
You can go to homeunitedway.org/heat.
You can also call 941-2800.
Copyright 2026 WABI. All rights reserved.
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