SBD/17/Sponsorships Advertising Marketing

CELTICS TO MARKET LEGENDARY NAMES AND MERCHANDISE

     The events surrounding the final Celtics game in Boston
Garden "will serve as the kickoff to a new merchandising line
called Celtics Legend Collection," according to Jackie MacMullan
of the BOSTON GLOBE.  The line will involve the mail-order sale
of sportswear and memorabilia commemorating past Celtic greats,
with a portion of the proceeds going to a charitable fund to
benefit pre-1964 Boston players.  Celtics Exec VP Dave Gavitt and
Larry Bird have been working on this idea for over a year.  Back
Bay Merchandising will handle the Legends items (BOSTON GLOBE,
1/15).
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