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SBD/17/Sponsorships Advertising Marketing
CELTICS TO MARKET LEGENDARY NAMES AND MERCHANDISE
Published January 17, 1995
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).