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Tipping Off a Winning Partnership

Bentley University is an official university partner of the 18-time world champion Boston Celtics. This multi-year agreement gives Bentley students direct access to team executives, emerging aspects of their business operation and valuable learning experiences throughout the season, while the Celtics will have the opportunity to tap into some of the nation’s brightest young business minds. Check out a few of the key elements of the partnership below.

Boston Celtics Career Day

Each year, Boston-area high school students get an inside look at pathways to a career in sports during Celtics Career Day, presented by Bentley University. The event, which takes place at TD Garden and in the Celtics headquarters, helps students to learn about the types of career opportunities with a professional sports team. The program advances one of the key goals of the Bentley-Celtics partnership: to develop meaningful educational and developmental opportunities for students from underrepresented communities in the Boston area.

2026 Career Day

The 3rd annual Celtics Career Day sponsored by Bentley was a huge success with a record 38 Boston-area students participating in the program. After an intro from President Chrite and an admissions 101 session, Bentley alumni and current Celtics staffers Ari Williams ’12, Sara Eldemerry ’14 and Dr. Kerry Guest, Director of Wellness, spoke to students about careers in all areas of professional sports. Then, four Bentley student ambassadors representing different majors – marketing, finance, management and analytics – led students to breakout sessions with more Celtics staffers including Autumn Ceppi MBA ’23.

From there, students enjoyed dinner and networking before heading over the TD Garden to take photos on the court and watch the team warm up. Two seniors who were specially selected to attend Career Day based on their Bentley applications were surprised to learn from the PA announcer and jumbotron that they were accepted to Bentley. Celtics, Bentley and NBC Sports were all on hand to capture the moment and share it on social and broadcast.

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The Power of the Partnership

From Business to Basketball: Bentley's Unique Partnership with the Celtics

What happens when business meets basketball? 🎓🏀
Bentley University’s partnership with the Boston Celtics opens doors for students to connect with alumni, gain real-world experience, and work with one of the most iconic teams in sports. Hear from students about why this collaboration feels like a dream come true and how it’s shaping their future in business.

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Boston Celtics’ Brad Stevens Talks Humility and Being a Team Player

November 2024. It was a full house in Koumantzelis Auditorium as Bentley students, faculty and staff gathered to hear from Brad Stevens, president of basketball operations at the Boston Celtics, in his sit-down conversation with Bentley President E. LaBrent Chrite. Stevens, who formerly served as the team’s head coach, spoke about his career path in the sports industry and his perspective on leadership and team building. 

Game On: Storytelling, Style and Sports

February 2026. As part of the Celtics partnership, Leanda Mills, Celtics VP of Creative and Content came to campus to meet with members of BUB to answer their questions about breaking into creative careers, particularly in the sports industry. After the general session, she spent time with the BUB Fashion Show Board Members specifically working with them on their strategy for the Spring 2026 Show, Ashes to Bloom. A few weeks later, Leanda hosted the BUB students in the Celtics offices for a follow-up meeting and tour.

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Celtics President Participates in President's Speaker Series

February 2024. Boston Celtics President Rich Gotham joined Bentley President E. LaBrent Chrite for a conversation about the NBA executive’s career with the Celtics — including what led him to join the professional sports franchise. Part of the university’s President’s Speaker Series, the on-campus event was attended by over 500 Bentley community. Gotham’s visit was part of a broader strategic partnership between Bentley and the Celtics that includes opportunities for students to learn about careers in sports business from industry executives. 

Bentley Alumni Play Key Roles at Boston Celtics

September 2024. Bentley alumni and current Celtics employees returned to campus to speak with current students about breaking into the business of sports. Panelists included Remy Cofield, MBA ’14, Director of Scouting for the Boston Celtics; Ariann Williams ’12, Director of Community Engagement; and Autumn Ceppi, MBA ’23, Marketing Coordinator. 

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Student-Athletes Start the Semester with Health and Wellness Tips from Celtics Doc

September 2024. Bentley welcomed back its student-athletes with a special guest speaker - Dr. Candice Williams, Director of Mind Health and Wellness for the Boston Celtics. She spoke about the importance of mental fitness along with physical fitness and how to use your teammates, coaches and friends to stay centered.

Celtics CTO Delves into Increasing Need for Data Analytics in Pro Sports

December 2024. Students, faculty and staff learned about the intersection of data science and professional sports from Jay Wessland, longtime CTO of the Boston Celtics when he came to campus. He was interviewed by Professor Tyler Williams about the role of technology, the promise of AI and the challenges of processes vast amounts of available data quickly. The event was organized and co-sponsored by Beta Alpha Psi, Bentley's chapter of the nonprofit international honor and service organization for accounting, finance, and information systems students.

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President Chrite
I’m proud that this new collaboration between Bentley and the Boston Celtics will extend the power of good business to new audiences and raise our national profile as a university that prepares graduates for exciting careers in the changing global marketplace.
E. LaBrent Chrite
President, Bentley University

CLTX Classroom Integration

The Celtics bring real world business challenges to the Bentley classroom. In Spring 2024, Senior Lecturer Erin Flynn taught two sections of a marketing class where Bentley students worked directly with the Boston Celtics CLTX Gaming division (the official NBA 2K League team of the Boston Celtics) general manager, Jim Ferris. Students helped the CLTX team strategize, promote and execute the first-ever Collegiate Boston NBA 2K Championship highlighted by the finals at Bentley University with a special appearance by Celtics forward Jordan Walsh. 

The course continues under the leadership of Professor Ian Cross where students continue to work with CLTX leadership on the evolving strategy for the business. Teams of students have visited Celtics HQ production facilities, promoted the NBA 2K Nothing But Internet: Class Crowns Tournament and worked with NBA 2K social media influencers on strategies and tactics for the upcoming season.

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On Court Signage

Throughout the 2023-24 and 2024-25 seasons, the Bentley University logo was prominently displayed on the court for viewers watching on NBC Sports Boston, taking advantage of a new digital ad unit type. Among TV households in the Boston market, NBC Sports Boston’s live Celtics games ranked as the No. 1 or No. 2 program in the respective timeslot, with more than 66 percent of games earning the top spot. Female fans were following the team more closely with viewership up 34 percent among 25-54-year-old women compared to the previous season.

 

The HoopBus at Open House

Bentley University’s Undergraduate Open House got an exciting boost with a visit from the HoopBus! This vibrant, traveling basketball court brought energy and fun to campus, giving attendees a unique chance to showcase their skills. Visitors had the opportunity to shoot hoops alongside talented players, participate in lively challenges and win prizes. It was a slam dunk of a day, filled with friendly competition, unforgettable moments, and a perfect glimpse into life at Bentley University.