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SBD/1/Sponsorships Advertising Marketing
MAMA MIA! RICK PITINO A MARKETING DARLING IN THE NORTH END?
Published October 1, 1997
The marketing of Rick Pitino is examined by Joan Vennochi of the BOSTON GLOBE. While the Celtics "can't obligate Pitino to promote anything on their behalf," the two sides have a "gentleman's agreement to avoid conflicting sponsorship deals." Pitino's contract gives him the right to negotiate his own deals, which, he says, he'll decide upon "on a case-by-case basis." Vennochi writes that the Celtics have "built their ticket sales promotion around Pitino," and that Citizens Financial Group, expected to take over the Celtics' banking business, has also "negotiated for the right to market Pitino along with the team." A deal with Citizens is "expected later this week." While Pitino gave 40 to 50 speeches at the Univ. of KY, he now "expects to give fewer -- 'probably less than 15' -- because of the demands of the NBA schedule" (BOSTON GLOBE, 10/1).