For the last 45 years, Jeff Twiss has been a staple at Celtics games.
The Celtics Vice President of Basketball Relations — who began his career as an intern primarily tasked with driving then-head coach Red Auerbach and worked his way up to becoming the Celtics’ lead public relations person — has only missed 11 home games in 45 seasons.
On Friday, September 5th, Twiss will receive one of the highest honors from the Naismith Basketball Hall of Fame: the John W. Bunn Lifetime Achievement Award, an honor bestowed upon an international or national figure who has contributed greatly to the game of basketball.
Outside of enshrinement, it is the most prestigious award presented by the Hall of Fame — and has historically gone to decorated coaches, former players, and other trailblazers.
Twiss learned he was selected for the honor last February, after he received a call from the President of the Hall of Fame, John Doleva. Immediately, he assumed that the call signalled bad news. Perhaps, one of the Celtics’ championship trophies currently on display in Springfield was stolen or damaged — or worse.
So, when Doleva called, Twiss tensed up.
“He goes, ‘How are you doing?’” Twiss said. “I said, ‘Good, is there anything the matter?‘ He goes, ‘Oh, no. Are you sitting down?’
‘Then I said, ‘Oh, something is the matter. I figured sitting down meant ‘Oh no.’ I expected the worst. And he said, ‘No, no. I want to announce the Bunn Award winner, and that’s you.’ And I kind of went, ‘Are you sure you got the right guy?’“
Doleva did have the right guy. Twiss, who has spent 45 years with the Celtics, was used to being the one to facilitate other people’s awards, not his own. But after decades, it was time for his recognition.
Twiss grew up in Vermont and first planned on becoming a gym teacher. But, the Celtics were always in the back of his mind.
“I was always impressed and fascinated,” Twiss recalled. “How come the Celtics kept winning? How they do it year after year after year, and had some guy on the bench who smoked a cigar when they got it close to a victory. How did they do that? It was just fascinating to me, the whole culture of the Celtics back then.”
Eventually, Twiss got an internship working with the team.
“One of my duties was to drive Coach Auerbach around because Red and — God rest his soul — was a notoriously NASCAR Formula One driver,” Twiss said. “He had no rules, no holds barred, 100 miles an hour, straight through. If you’re in a way, get out of the way. That was him driving.”
Twiss loved the opportunity to be around the team, and so he worked toward getting a full-time job offer. Eventually, Auerbach offered him one: $10,500, two season tickets, and a company car.
“I stood up, shook his hand, walked out of the room, said, ‘Thank you very much,’ Twiss said. ‘And [he was like] ‘Now, go get to work. Get out of here.’ That was it. That’s how I got hired.”
Inside 45 years with the Celtics
Twiss has been a part of four Celtics championships: 1984, 1986, 2008, and 2024. But, even in the years were the team struggled, he observed that the special Garden atmosphere didn’t waver.
“The energy was still there,” Twiss said. “And I compliment the fans because — I’ll para quote Larry Bird on this. He says, ‘You can’t fool Boston Celtics fans. They know when you’re giving a good effort or when you’re dogging it, and you aren’t playing your best. As long as you give it a good effort, they’ll appreciate that. Win or lose.”
Today, Twiss manages the Celtics’ relationship with former players. He regularly sends out a newsletter with updates on what alumni are up to.
Last October, when the Celtics raised Banner 18, Twiss escorted a 96-year-old Bob Cousy onto the TD Garden parquet.
“Someone asked me, ‘You mind doing it? I said, ‘Mind doing it? I’ll pay to do it. Tell me when and where, I’m there. For Bob, I’d do anything.”
Twiss chuckled, recalling the special moment: “When I was starting to escort him out, he turned around and he goes, ‘Don’t mess this up.’”
Today, Twiss is working on a book in which he’ll chronicle his decades with the organization.
“No one’s really written from the perspective of being a front office employee, having the opportunity — not to boast or brag — for 20-some odd years, to drive Red Auerbach around to various engagements or preseason games,” Twiss said.
“After some of the stories you’re going to read, Noa, people are going to come after me and put on a straitjacket,” Twiss said. They aren’t going to believe me that this happened back in the era that it did, but it’ll be fun when it’s out there.”
In an in-depth interview on the You Got Boston podcast, Twiss discussed the highs and lows of a 45-year career, how the media landscape has changed, and more. You can watch the full podcast here.
