Why Cal and LookSmart Joined Forces
The University of California, Berkeley’s Athletic Department has announced a groundbreaking partnership with California‑based search engine LookSmart. The collaboration will launch CalBears Search, a fully branded search platform designed to serve the university’s athletes, students, alumni, and supporters. The decision marks a first for a major university, positioning Cal as a pioneer in leveraging digital tools for athletic excellence.
CalBears Search is built on LookSmart’s robust technology stack. The engine draws from a searchable index that contains roughly 1.2 billion URLs, giving users access to a breadth of content that spans academic research, sports reporting, and campus news. The partnership ensures that every query a Cal fan or prospective student enters can be answered with relevance and speed.
What sets this initiative apart is the revenue‑sharing model. Paid search results, sourced from LookSmart’s advertiser network, will still appear in the search results. When users click on these paid listings, a portion of the resulting revenue will flow directly back into the Athletic Department’s budget. That money can fund scholarships, facility upgrades, and other programs that keep Cal’s sports teams competitive on a national stage.
Steve Gladstone, director of athletics, framed the launch as a strategic move. “Cal becomes the first major university to own its own branded search engine,” Gladstone said. “Students, alumni, and Bear Backers will perform their web searches here, knowing that the ad revenue generated will support our commitment to excellence and our rise to national prominence.” His statement underscores the department’s intention to transform everyday digital activity into tangible athletic support.
The advertising model works seamlessly with the university’s broader marketing agenda. LookSmart’s paid listings appear naturally in the search results, preserving a clean user experience while still providing exposure to sponsors who want to reach an engaged and informed audience. The university can track traffic, conversion, and revenue metrics to fine‑tune the partnership over time.
Solomon Fulp, director of corporate partnerships for Cal Athletics, explained why LookSmart was the chosen partner. “We selected LookSmart for its flexibility and its proven ability to deliver a world‑class, branded web search property,” Fulp said. “The platform becomes a valuable asset for both the athletics department and the broader university community.” The emphasis on adaptability reflects Cal’s need for a solution that can evolve alongside changing technology and user expectations.
On the other side, Damian Smith, CEO of LookSmart, highlighted the value proposition for advertisers. “UC Berkeley, its students, staff, and alumni have been responsible for critical advances in internet technology and are among the most knowledgeable and influential web users,” Smith said. “We’re honored to partner with Cal Athletics for this groundbreaking program.” By positioning the university’s digital audience as a high‑quality target, LookSmart aims to attract premium advertisers willing to pay for the visibility the platform offers.
Both sides see the partnership as a win‑win. Cal’s athletic program gains a steady stream of revenue without compromising user experience, while LookSmart expands its reach into a vibrant academic community. This alignment of interests sets the stage for a partnership that could serve as a model for other universities exploring branded digital tools.
Looking ahead, Cal Athletics plans to promote CalBears Search through a mix of traditional media and interactive campaigns. Radio spots, print ads, and on‑campus displays will all encourage users to switch to the new platform. Meanwhile, LookSmart will integrate its search engine into social media channels, creating a cohesive ecosystem that keeps users engaged across multiple touchpoints.
The partnership also signals a broader shift toward monetizing digital interactions in higher education. By turning routine web searches into revenue opportunities, Cal is turning technology into a tangible asset that supports its mission of athletic distinction. This forward‑thinking strategy underscores Cal’s commitment to staying ahead of the curve while delivering value to its community.
What Students, Alumni, and Bears Will Get
CalBears Search, the new branded search engine, is tailored specifically for the UC Berkeley community. Whether you’re a student looking up research articles, an alumnus catching up on campus news, or a Bear Backer hunting for merchandise, the platform offers a unified search experience that keeps everyone in one place.
The search engine is powered by LookSmart’s index, which covers 1.2 billion URLs. That coverage means you can search for anything from the latest game highlights to academic deadlines, and the results will be both comprehensive and relevant. The technology behind CalBears Search is designed to deliver fast, accurate answers without the clutter of unrelated content.
One standout feature is the full‑text article database that’s available at no cost to users. This resource lets anyone dig deeper into a topic, whether it’s a scientific study or a sports feature. The database is integrated into the search results so that users can click through to full articles without leaving the platform.
Paid search results appear naturally alongside organic results, ensuring that users see the most relevant content first. When a paid listing is clicked, the revenue generated is split between LookSmart and the Athletic Department. This arrangement means the search engine stays free for users while still providing a steady income stream for Cal’s athletic programs.
Students benefit from having a single, reliable source for academic research and campus information. By streamlining access to study materials, event schedules, and official university announcements, CalBears Search saves time and reduces confusion. The platform’s clean interface encourages regular use, making it a natural part of the student workflow.
Alumni, on the other hand, find the search engine useful for reconnecting with the university. Whether they’re looking for alumni events, networking opportunities, or updates on sports teams, the platform aggregates information in one place. The ability to search through the full‑text database also provides alumni with deeper insights into their alma mater’s research output and achievements.
Bear Backers - supporters who contribute to Cal’s athletic funding - will find a new way to engage. By using CalBears Search, they’ll have instant access to fundraising campaigns, ticket sales, and exclusive merchandise deals. The search results can also direct them to community outreach events, fostering a stronger bond between supporters and the university.
The promotion strategy for CalBears Search is multi‑layered. Radio spots and print ads will raise awareness among campus residents, while interactive marketing campaigns will encourage trial usage. Digital push notifications and campus Wi‑Fi banners will remind users to search on the new platform, gradually building a habit.
Beyond immediate benefits, the partnership lays the groundwork for future expansions. As user data and search patterns are analyzed, CalBears Search could evolve to include personalized content recommendations, deeper integration with student information systems, and targeted advertising for campus services.
In short, CalBears Search offers a tailored, revenue‑generating search experience that serves students, alumni, and supporters alike. By combining LookSmart’s powerful indexing with a community‑focused design, the platform stands to become an indispensable tool for the UC Berkeley community.
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