At a time when all of the Niagara College intercollegiate athletics programs were struggling to recruit elite student-athlete talent, a corporate advertising program was introduced by the college administrative team. The program allowed the department of athletics and recreation to generate revenue for athletic/academic scholarships via corporate billboard advertising from local and provincial companies. Since the inception of the program, the Niagara College Knights have had one community member who has been a consistent and generous supporter. John Clark, the Owner-Operator of M.T. Bellies Tap and Grillhouse, has financially supported the student-athletes of Niagara College for more than seventeen years. To this day John Clark remains a loyal supporter and close friend of the Niagara College Knights.