Celtics, Comcast Ink Five-Year Exclusive Marketing Rights Deal

Comcast Inks Five-Year Deal For Exclusive Celtics Rights

The Celtics have signed a five-year sponsorship deal with Comcast giving the company "exclusive marketing rights," according to John Lombardo of SPORTSBUSINESS JOURNAL. The deal gives Comcast, which already is the team's cable partner, "signage inside TD Banknorth Garden, on Celtics.com and on other team inventory while cutting out competitors such as Verizon, which had a sponsorship deal with the Celtics last season." Financial terms were not disclosed, but a source said that the deal is "expected to be worth six figures annually." Activation plans are not yet set. Meanwhile, the Celtics also are negotiating their "first presenting sponsorship deal, with an agreement expected by the start of the season," which would be the "first such deal for any of Boston's four major professional franchises" (SPORTSBUSINESS JOURNAL, 10/13 issue).