BOSTON (November 30, 2009) - The Boston Celtics, The New England Ford Dealers Association and Ford Motor Company have announced a partnership between their legendary brands making Ford the "Official Car and Truck of the Boston Celtics." The partnership features integrated team assets, including in-arena signage, website presence, in-game and in-market activation.
The New England Ford Dealers will be the presenting sponsor of LUCKY the Leprechaun's Dunk Show, performed at home games throughout the season. As the presenting sponsor, Ford will have signage throughout the arena during each Dunk Show. Additionally, The New England Ford Dealers and the Celtics have created the first-ever "Lucky Mobile Dunk Truck," a customized, Celtics-themed Ford F-150 that LUCKY will drive to promotional and community appearances.
"We are excited that our new partnership brings together two iconic American brands in the Celtics and Ford Motor Company, both of which have experienced a rebirth of sorts over the past few years," Boston Celtics Vice President of Corporate Partnerships Ted Dalton said. "The New England Ford Dealers' sponsorship of the popular LUCKY Dunk Show will enhance the overall game experience and the Lucky Mobile Dunk Truck will make our team's mascot instantly recognizable as he arrives to appearances. Ford's activation throughout the season will add another level of fun and excitement for Celtics fans."
The New England Ford Dealers will also have a strong presence on Celtics.com highlighted by the "Keys to the Game" and sponsorship of the "Post Ups Notebook," featuring news on the team. In addition, Ford will have in-arena signage throughout the TD Garden including the front of each basket stanchion, and recognition on the HD CelticVision scoreboard screens, DLP courtside signage and LED rings. Ford will be able to customize their in-arena presence to highlight vehicle launches and special events.
"Partnering with the Celtics will help us continue to reposition the Ford brand in consumers' minds and will allow us to promote specific new vehicle launches, starting with the all new 2010 Ford Taurus," New England Ford Dealer Association President John Sawyer said. "This partnership brings tremendous value and flexibility from a marketing perspective. We're thrilled to align the New England Ford Dealers with the one of the most successful and recognizable franchises in the history of sports, and we are looking forward to delivering value to Celtics fans throughout New England."