Providence, R.I.--David M. Lafrennie '82, a onetime student assistant in the Providence College Department of Athletics, has been named the National Basketball Association's (NBA) vice president of marketing communications.

In the position, Lafrennie is responsible for publicizing all of the league's global merchandising and marketing partnerships, leading public relations efforts in China, and helping to grow the game of basketball in India.

"It's very challenging and dynamic and I've enjoyed every minute of it," he said recently. "It's a terrific environment if you love the game of basketball and like to be challenged."

Lafrennie, a native of Holyoke, Mass., has spent the past 20 years in the communications and sports marketing field. Prior to joining the NBA in October, he served as director of sports marketing and strategic alliances for Hartford Life, a subsidiary of The Hartford Financial Services Group, Inc.

While in that position, Lafrennie was instrumental in securing prominent sports sponsorships with the PGA, NCAA, and the U.S. Paralympics. He also produced The Hartford's Hall of Fame Showcase, a college basketball doubleheader, which serves as a fund-raiser for the Naismith Memorial Basketball Hall of Fame.

Prior to working for The Hartford, Lafrennie served as director of marketing services for LEGO Systems, Inc.

Volunteered for fledgling BIG EAST
While a student at PC, Lafrennie served as the first BIG EAST Conference intern under the conference's first commissioner, former PC head men's basketball coach and athletic director Dave Gavitt '89Hon.

Lafrennie still gives credit for his professional ascension to Gavitt, current BIG EAST Commissioner Mike Tranghese, who served as PC's sports information director for seven years in the 1970s, and another former PC sports information director, Rich Lewis.

"They took a shot on a kid who walked into the office and said he wanted to write and wanted to learn the business," Lafrennie said. "Whenever I have a chance to give back, I always remember the opportunity they gave me."

As an ardent basketball fan, Lafrennie said his new position is a lifelong dream come true after years of focused hard work.

"I prepared myself for this," he said, noting that he interned at the Springfield (Mass.) Republican during his summers away from PC. "I would tell students today that if they want to do this, they should get involved early. That way, they have a portfolio and can position themselves to walk into an organization and contribute right away."

Lafrennie has given that advice directly to PC students at various career nights and alumni events sponsored by the College.

"I very much enjoy going back to PC and talking to young people who want to learn," he said. "I take great pride in telling people that I'm a Providence College graduate. The values I learned as a student there, I continue to practice in my personal and professional life."

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