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CITIZENS FINANCIAL SAYS CELTICS MARKETING PACT PAYING OFF

          Citizens Financial Group's five-year marketing deal
     with the Celtics, at a cost of $5M-6M over the length of the
     agreement, was examined by Gregg Krupa of the BOSTON GLOBE. 
     While the price tag "left the competition shaking their
     heads," a Fleet Financial Group exec, whose bank dropped out
     of the bidding last year, said, "I think they were in a
     different market position, and given their needs and the
     dramatically improved performance of the team, it might well
     have been worth $1 million per year to them, in retrospect." 
     But the exec added, "That's not to say that we made a wrong
     decision. ... Remember, our name is on the building, the
     scoreboard and a lot of other places."  Krupa reported that
     Citizens' deal likely cost as much as $6M due to team
     President/coach Rick Pitino's involvement as a pitchman and
     motivational speaker.  Citizens did an analysis of the
     advertising and marketing penetration for the various
     elements of the deal, and Citizens Exec VP/Dir of Marketing
     Hal Tovin said, "When you compare that to $1 million or $1.2
     million or whatever it cost to get this deal done, you can
     see why we think we did more than well."  Tovin added that
     its new surveys show that in the last eight months the
     bank's customer awareness has tripled (BOSTON GLOBE, 4/25).

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