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Adding Celtics games a low-risk gamble for Sports Hub, radio observers say

In a poll, the Bruins surpassed the Celtics in popularity.
In a poll, the Bruins surpassed the Celtics in popularity.John Woods/The Canadian Press via Associated Press

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The addition of Boston Celtics game broadcasts to the on-air lineup at 98.5 The Sports Hub strengthens the station’s grip on local sports radio and amounts to a low-risk gamble on a team that appears unlikely to contend for a championship in the near future, industry observers said Friday.

CBS Radio, which owns The Sports Hub, said only that it is a “multiyear” deal. But Scott Fybush, editor of the trade publication NorthEast Radio Watch, said it would be unusual for a broadcaster to commit to more than three years with a franchise that could struggle on the court. And because rival WEEI was already out of the bidding, he added, The Sports Hub probably got the Celtics broadcast rights for a relatively low price.

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