- Adweek Staff

BOSTON Having mastered basketball, Allen & Gerritsen is taking up a new sport: lacrosse.

The Watertown, Mass.-based independent has been hired to help launch the Boston Blazers National Lacrosse League team. The franchise debuts in January at the TD Banknorth Garden, home of the Bruins and NBA champion Celtics; the later is also a client of A&G.

The soup-to-nuts Blazers assignment includes numerous aspects of the team's communications and brand presence, such as uniforms, arena signs, fan T-shirts and digital videos for the new team's Web site.

A&G is also developing an overall marketing theme to tie the package together. Social networking and segmentation will be key elements driving the team's promotions.

"Forging an identity for another great future Boston sports brand holds limitless possibilities for us," said Andrew Graff, agency CEO.

In recent years, the shop has branched out from its roots as a business-to-business specialist to take on considerable consumer work and several local showpiece clients like the Celtics and Boston Public Library.

A&G's roster also includes Bright Horizons Family Solutions, Hannaford Supermarkets and Cybex, among others.