With the Bruins, Red Sox, Patriots and Celtics as alternatives, Boston College athletic director Gene DeFilippo knows the Eagles' football team isn't likely to be "the hottest ticket in town."

That doesn't mean, though, that Boston's pro sports can't be an attractive draw to recruits or that the program can't flourish in the shadows.

In order to help, BC has hired Fenway Sports Management to help "brand" the program. FSM also handles much of BC's marketing, corporate sponsorships and promotions.

"Each year you have to get better and more creative," DeFilippo told Jack McCluskey. "Fenway Sports Management has helped us do that. To help publicize ourselves, better market ourselves, to better brand ourselves."

Of course, winning always helps, too.