Putnam Name to Appear on the Apron of the Team's Historic Floor
Firm's Branding to Appear Extensively Throughout Arena at All Celtics Games; New Putnam Club
BOSTON, October 1, 2015 — The Boston Celtics and Putnam Investments today announced a multifaceted, multiyear marketing partnership that provides the investment management firm with unprecedented in-arena branding, coast-to-coast broadcast visibility, significant ongoing digital and social media opportunities, and unique fan and client engagement features. Terms of the partnership were not disclosed.
The exclusive asset management sponsor of the Boston Celtics, Putnam will have its name painted prominently on the apron of the team’s legendary parquet floor — the first time in the franchise’s nearly 70-year existence that a Celtics’ partner has been highlighted on the floor space in front of the home and visiting teams’ benches.
Wyc Grousbeck, Co-Owner and Chief Executive Officer, Boston Celtics said, “I know that Putnam treats its clients with the same care that we treat our fans at the Celtics. Both organizations are dedicated to performing at the highest possible standards. It is with pleasure and pride that the Celtics begin a new chapter with such an outstanding partner as Putnam Investments.”
Discussing the new partnership, Robert L. Reynolds, President and CEO, Putnam Investments said, “It is with great pride that we bring together two iconic Boston-based organizations to embark on a long-term marketing partnership that will showcase our many shared qualities and provide a platform for significant co-branded marketing opportunities on a regional, national, and global scale.”
Reynolds noted the overall worldwide reach of the NBA — with programing available in 217 countries and territories and in 47 languages — and the impressive brand strength of the 17-time world champion Boston Celtics, as demonstrated by over 10 million combined Facebook and Twitter followers, 4th in both categories for the NBA and all North American Sports.
The partnership, effective immediately, will be in full force as the Celtics tip off the start of their 2015—2016 regular season on Wednesday, October 28. In addition to Putnam’s name adorning the Celtics parquet apron, the firm’s branding will be highly prominent through placement on:
- The Putnam Club — a luxury lounge catering to Courtside Seat Ticket Members, Sponsors, and VIP guests
- Courtside seats
- LED courtside signage
- LED jumbotron and 360 rings
- Jumbotron underbelly
- Basket stanchion and LED arm
Also, the Celtics and Putnam are committed to working closely on a range of digital and social media content designed to reach a broad audience as well as key target segments. Putnam expects to further activate the partnership through traditional and digital advertising.
Putnam’s partnership with the Boston Celtics is part of the firm’s Performance in Motion® marketing strategy that draws upon sports that appeal to its advisor, institutional, and investor audiences. As part of this effort, the firm works closely with teams and athletes who best personify Putnam’s focus on performance excellence. For more information, visit www.putnam.com/performanceinmotion.
About the Boston Celtics
A charter member of the Basketball Association of America (which evolved into the National Basketball Association) since 1946, the Boston Celtics have won a record 17 NBA Championships, including eight (8) in a row from 1959-1966, winning their first title in 1957 and their most recent in 2008. The Celtics have long stood for equality, and respect, including hiring the first African American Coach and starting the first all black starting five. In addition, 39 former Celtics players, management or staff have been inducted into the Naismith Memorial Basketball Hall of Fame. In December 2002 the team returned to local ownership for the first time since 1963.
About Putnam Investments
Founded in 1937, Putnam Investments is a global money management firm with over 75 years of investment experience. At the end of August 2015, Putnam had $150 billion in assets under management. Putnam has offices in Boston, London, Frankfurt, Tokyo, Beijing, Singapore, and Sydney. For more information, visit putnam.com.