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Pitino image to suffer

Updated: August 19, 2009, 5:52 PM ET
Associated Press

LOUISVILLE, Ky. -- Rick Pitino calls it "branding," and for the last three decades the Louisville coach has carefully crafted the public persona of a winner.

For years, Pitino's brand has been among the best-selling in college sports, and he's channeled achievements on the court -- five Final Fours, 552 wins and a national title at Kentucky in 1996 -- into a lucrative business off it.

Pitino has co-authored three motivational guides and become a sought-after public speaker while endorsing ...

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