NBA Rumors: Is Paul Pierce's Wild Instagram Live Video Publicity Stunt?

Paul Pierce is now a subject of scandal, but he may have just been doing his job.

The NBA community was shocked over an Instagram live video shared by NBA legend and ESPN analyst Pierce over the weekend.

In the clip, Pierce appeared to be drinking liquor and playing poker while being surrounded by a handful of strippers dancing around.

Pierce’s act wasn’t tolerated by ESPN as the renowned sports channel has decided to sever its ties with the 2008 NBA Finals MVP, USA Today reported.

Evidently, the former Boston Celtics star is facing the consequences of his unseemly behavior. However, things may have been going just fine on the other end as Pierce appeared to have shown no signs of regret.

Though it’s a bit too early to jump to any conclusions, Pierce’s latest comment suggests that he is just embracing his new role, having been recently in partnership with a whiskey brand named Bushmills Irish Whiskey, Forbes reported.

According to the report, Bushmills announced their partnership with the Celtics organization earlier in March in a deal that will last until the 2023 NBA season.

The report added that the Bushmills “will host a series of activations, giveaways, and fan experiences for Bostonians.” The whiskey brand “will also hold contests and promotions for signed memorabilia and other offerings throughout the season from their Instagram account.”

In addition to the said marketing strategy, Bushmills has also teamed up with Pierce “to further help amplify the deal and offerings,” which the 10-time NBA All-Star has vowed to fulfill for life.

“My partnership with the Celtics is a lifelong partnership and when you bring in new partnerships, like Bushmills to the Celtics, then it’s a partnership of mine also,” Pierce explained.

“I’m excited to have them as part of the family,” he continued. “It’s an iconic brand to go with an iconic franchise and one of its more iconic players. We just thought it was a great fit. This whiskey is a part of my culture in retirement now along with cigars, especially on game night with some friends. This was just a great match.”

Prior to being fired by ESPN, earlier reports revealed that Pierce has been on a bit of a downward trajectory at the famed sports network.

However, the 43-year-old managed to hang on enough working as a regular contributor to its top studio shows, “NBA Countdown” and “The Jump.”