A Bigger Player

Citizens Bank has taken two strides in its effort to market itself as New England’s ‘sports bank.’

Last week, the Providence, R.I., bank signed Boston Red Sox third baseman Tim Naehring to a two-year endorsement contract.

Citizens also finalized its agreement with the New England Sports Network and now has exclusive bank sponsorship rights for Red Sox games telecast over NESN, said Ingalls, Quinn & Johnson representative David Swaebe.

The dollar value of the deals were not disclosed.

Ingalls’ first campaign for Citizens broke last month with the tagline ‘Not Your Typical Bank.’

Naehring will likely appear in upcoming ads, the bank said.

Citizens will support Naehring’s nonprofit Athletes Reaching Out organization, which benefits needy youngsters. The bank will donate $150 for each of Naehring’s hits during the 1997 and 1998 baseball seasons.

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