The firm signs on as exclusive asset management sponsor and both will collectively engage digital and social media content to reach key target segments
The Boston Celtics and Putnam Investments have engaged in a multi-year marketing partnership, awarding the management firm in-arena branding, coast-to-coast broadcast visibility, significant ongoing digital and social media opportunities as well as unique fan and client engagement features.
As exclusive asset management sponsor, Putnam will have its name painted prominently across the apron of the team’s parquet floor. A multi-faceted deal, it is 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.
In addition, the firm’s branding will be highly visible through placements via The Putnam Club, courtside seats, an LED courtside signage, LED jumbotron and 360 rings, jumbotron underbelly as well as the team’s basket stanchion and LED arm.
Effective immediately, the tie-up will be in full force as the Celtics tip off the start of their 2015-2016 regular season on 28 October 2015. Both brands will engage digital and social media content designed to reach a broad audience and key target segments. Putnam will further activate the partnership through traditional and digital advertising.
Its collaboration with the Boston Celtics is part of the firm’s ‘Performance in Motion’ marketing strategy which 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.
“It is with great pride that we bring together two iconic Boston-based organisations to embark on a 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,” said Robert L. Reynolds, President and CEO of Putnam Investments.
