Rahul NareshThis article contains information about the organisations serving as official sponsors and partners to National Basketball Association (NBA) franchise Boston Celtics during the 2023/24 season.
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Vistaprint
The Boston Celtics and Vistaprint, a marketing and design partner for small businesses, announced a multi-year partnership agreement in November 2020.
As per the deal, Vistaprint serves as the Celtics’ exclusive marketing and design partner as well as their jersey patch sponsor.
Since the 2020/21 season, the Celtics game jerseys have included the Vistaprint logo on their front left shoulder.
Cintron World
In October 2021, the Celtics announced a partnership agreement with Cintron World, a lifestyle beverage company that produces a variety of effervescent-flavoured energy beverages. With this agreement, Cintron World became the Celtics’ official energy drink.
In addition to offering its beverages at specific Celtics events around the neighbourhood, Cintron also sponsors the Boston Celtics Shamrock Foundation Gala. Celtics fans can also get Cintron at the Putnam Club in TD Garden during all Celtics home games.
Showcase Cinemas
In July 2021, the Boston Celtics named Showcase Cinemas, a chain of movie theatres headquartered in Massachusetts, as their official movie theatre partner.
Showcase Cinemas offers a variety of special movie offers and promotions to Celtics fans throughout the NBA season as part of the multi-year agreement.
Socios.com
The Celtics officially partnered with Socios.com in July 2021, thus making it possible for themselves to work with the blockchain service provider for the international sports and entertainment sector.
As the presenting partner of the team’s website, Socios.com is at the forefront of the Celtics’ main centre for pertinent news, updates, video highlights, and information connected to the franchise. Additionally, the company can use the Celtics trademarks and logos in connection with its various global marketing initiatives.
Flywire
In July 2019, Boston-based global payments software provider Flywire announced that it had become the Boston Celtics’ official Team Transaction partner.
The multi-year agreement sees Flywire serve as the presenting sponsor to “Team Transactions”, a report that tracks transactions involving the Celtics, including free-agent signings, trades, and G League assignments. This information is made available across the team’s X (formerly Twitter), WEIBO, and official website feeds.
Jack’s Abby Craft Lagers
The Boston Celtics and Framingham-based Jack’s Abby Craft Lagers agreed to a four-year partnership agreement in July 2020.
As per the deal, Jack’s Abby Craft Lagers has gone on to release a speciality release Celtics-themed collaboration beer called “Pride and Parquet”.
DraftKings
Fantasy sports firm DraftKings has in place several multi-year partnership agreements with multiple NBA teams, including the Boston Celtics, the Philadelphia 76ers, and the Indiana Pacers.
Due to Massachusetts’ continued prohibition on sports betting, the Celtics’ contract with DraftKings is primarily focused on fantasy sports. In conjunction with the Celtics, DraftKings supports the team’s social media posts that detail the starting line-ups before each game while also hosting watch parties for games.
ExxonMobil
The Boston Celtics, the Charlotte Hornets, and the Houston Rockets have in place multi-year marketing collaboration agreements with ExxonMobil, which the company announced in March 2018. The American multinational oil and gas corporation’s standing as the “Official Motor Fuel of the National Basketball Association (NBA)” in important markets is further extended thanks to its partnership agreements with these NBA teams.
In March 2018, the Celtics’ TD Garden, in collaboration with ExxonMobil, held an official 180-degree picture experience event.
Arbella Insurance
Arbella Insurance Group and the Celtics have enjoyed a longstanding relationship, the former having served as the basketball team’s official home and auto insurance company since 2007.
Over the years, Arbella Insurance has roped in several Celtics athletes for its campaigns. Most recently, it partnered with Grant Williams in April 2022 for the “You’ve Been Grant’d.” ad campaign.
Moderna
American biotechnology company Moderna also has a partnership agreement in place with the Boston Celtics, thus gaining visibility through creatives appearing on the team’s digital assets.
JetBlue
As part of a multi-year partnership agreement, JetBlue was announced as the Official Airline of the Boston Celtics in 2016.
As per the deal, the two parties work together on several advertising and promotional campaigns, community activities, and NBA-related contests for Celtics fans. JetBlue also enjoys a prominent presence on the team’s social media channels and official website.
Gatorade
American sports drink manufacturer Gatorade has had in place a longstanding partnership with the Boston Celtics—since 2014.
Initially, Gatorade was on-boarded to improve the Celtics players’ knowledge of fluid intake. Currently, Gatorade gains visibility by featuring across the team’s social media platforms. It also often sponsors training their sessions before the regular NBA season commences.
Putnam
Putnam Investments has been serving the Boston Celtics as a Co-Presenting Partner along with Arbella Insurance since 2016. The company prominently features across all Celtics digital platforms.
ReliaQuest
The Boston Celtics and Tampa, Florida-based IT company ReliaQuest announced the commencement of their partnership in 2020, the latter having come on board as the team’s Official Cyber Security Partner.
ReliaQuest has previously served as the Celtics’ official presenting partner for “Soldiers Night”, which is an initiative where fans and members can donate tickets to United Service Organizations that then benefit the past and present US Armed Service persons.
Sun Life US
The Boston Celtics and financial services organisation Sun Life USA have partnered with each other since 2011. Most recently, the agreement between the two parties was renewed in November 2023, which will see the company remain an Official Partner of the Celtics till the end of the 2027/28 NBA season.
As per the deal, the two parties work together for community programming in Greater Boston and Southern Maine. Furthermore, the partnership also entails the two running the #SunLifeDunk4Diabetes campaign, through which Sun Life is to donate US$1,000 to the YMCA of Greater Boston each time the Celtics score a dunk throughout a given month.
TD Banknorth
The Boston Celtics and TD Banknorth have enjoyed a longstanding relationship, which began through a multi-year partnership agreement back in 2005.
The deal sees the two parties come together to take up joint marketing and community initiatives, promotional and marketing programmes, and in-arena fan interactions.
Currently, TD Banknorth also holds the naming rights for the Celtics home arena in an agreement set to run until till 2045, as announced in January 2023. TD branding also prominently appears across the team’s social media platforms.
New Balance
Major American sportswear brand New Balance signed on as an official sponsor of the Boston Celtics back in 2016.
As per the deal, the two parties have worked together to create a new state-of-the-art training facility for the Celtics. Not only does New Balance gain visibility within this facility, it is also prominently featured across the team’s digital and social media platforms.
