Entercom's Bet On Celtics Pays Off
June 5, 2008 at 5:10 AM (PT)
Three years ago, ENTERCOM/BOSTON VP JULIE KAHN took a gamble, writes THE BOSTON HERALD. The CELTICS were a losing franchise, but KAHN struck a three-year deal with the team to broadcast its games on WRKO-A (680). (The games are now on sister sports talk station WEEI-A 850.)
KAHN had little support from advertisers -- and even her own staff -- but she had a lot of faith in the team’s latest ownership. "I really put the house on them," KAHN told MEDIABIZ this week. "We didn’t have much support from the ad community. It was a very, very bumpy situation."
KAHN renewed the deal for another three years last fall after the team finished a horrible season and before they started winning. (She wouldn’t disclose financial details.)
It’s a bet that has certainly paid off.
Shortly after renewing the deal, the C’s picked up All-Star guard RAY ALLEN and swung a trade for superstar power forward KEVIN GARNETT. THE GREEN were immediately back on top and are now as popular as ever, as the CELTICS head back to the NBA Finals tonight for the first time in 21 years.
"It’s immensely satisfying," KAHN says with a big smile. "Basketball has come back in a big way."