Boston Celtics and University in Partnership


Suffolk University business students will get a chance to create and propose sports-marketing programs for the world-champion Boston Celtics under a unique partnership that includes academic and sports business opportunities and an in-game sponsorship.
Students from the Sawyer Business School will study and evaluate the legendary NBA franchise’s business, marketing, and community programs and needs as part of their course of study.

Student marketing proposals

Students, working in collaboration with Celtics personnel, will then have an opportunity to develop marketing programs to be evaluated and potentially implemented by the team.

The partnership also includes an in-game sponsorship, through which Suffolk University sponsors the popular “Whoo Wants a T-shirt” giveaway during each home game.
“We have developed an exciting program with Suffolk University, which presents the unique opportunity for business students to learn first-hand about the day-to-day business operations of a professional sports team,” Celtics President Rich Gotham said.

Learning opportunities

The academic component of the partnership includes:

  • Access to Celtics front-office personnel for Suffolk University’s sports-marketing and business program.
  • Speaking appearances by executives from the 17-time world champion franchise, who will address the business of basketball and pro sports with students in Suffolk’s sports business and sports-marketing classes.
  • A Celtics executive keynote speech as part of a Celtics-Suffolk speaker series.
  • Potential internship opportunities with the legendary NBA franchise

“This partnership brings Suffolk University to the legendary parquet floor, alongside Boston’s world champions,” said Suffolk University Vice President for External Affairs John Nucci. “And it will put Celtics expertise in the classroom, where our students will gain concrete and tangible experience from some of the best in the sports business arena.”

'Real-world learning'

Catherine McCabe, an associate professor of marketing in the University’s Sawyer Business School, who developed the academic program, said the partnership will bring real-world learning in sports business and marketing to Sawyer students. At the same time, the Celtics may be the beneficiaries of some fresh ideas, she said.

“The opportunities for students within the sports industry in Boston and New England have been growing rapidly,” said McCabe. “That includes not just professional sports leagues and teams, but also companies that are sponsoring and developing partnerships with those teams. Whether considering a career path in sports business or some other area of marketing, Suffolk students will be better prepared for the competitive job market.”


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Greg Gatlin

Mariellen Norris