Under Armour adds Boston College's 31 men's and women's varsity sports to its roster of marketing partners in a multi-year deal replacing Reebok. MORE

The Boston Bruins and SBLI have launched a youth hockey challenge offering tickets to the 2010 Bridgestone NHL Winter Classic Jan. 1 at Fenway Park. MORE

A multi-media campaign captures the intensity the Boston Celtics feel to reclaim the NBA title they won two seasons ago. MORE

Boston fans can't tell the name of the Celtics and Bruins home arena without a program, but if you are keeping score at home it is now TD Garden, official through 2025. MORE

Red Sox sign spicy sponsor in Qdoba Mexican Grill. MORE

The Boston Red Sox signed a multi-year extension with Tickets.com to bring more functionalty and ease of use to their fans. MORE

Even Tim Thomas of the Bruins admits that people outside of Boston view him as a back up goalie, but that could change with his being named one of three Vezina Trophy finalists. MORE

It must be spring in Boston if the Red Sox are at Fenway Park and marketing for the Boston Marathon on April 20 is covering the town. MORE

He may be on the sidelines with an injury, but Kevin Garnett and adidas are making sure Boston Celtics' fans are well equipped to cheer on their team. MORE

Stephon Marbury has gone from New York to Boston, but his shoe line lives on at Amazon.com and Starbury.com. MORE

The Bermuda Department of Tourism has signed a deal with Fenway Sports Group to bring a slice of Bermuda life to Boston. MORE