NBA basketball team the Boston Celtics has secured a multi-year partnership with the Putnam Investments firm.
The deal will grant the Boston-based investment management firm various branding inside the team's TD Garden home arena, with Putnam set to become the first partner in the club’s history to have its name painted on the floor in front of the team benches at TD Garden.
Company branding will appear on courtside seats, LED advertising boards and the basket stanchion while Putnam will also acquire naming rights to a luxury lounge facility at the arena.
In addition, Putnam will work with the team to develop fan-engagement events and benefit from promotion through the franchise's digital and social media platforms
Robert Reynolds, president and chief executive of Putnam, said: “It is with great pride that we bring together two iconic Boston-based organisations 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.”