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New Balance honours Celtics legend with naming rights to new training complex

NBA basketball franchise the Boston Celtics has entered into a sponsorship deal with US sportswear company New Balance that will include naming rights to its new practice and training facility.

Terms of the deal with New Balance, which is headquartered in Boston, were not disclosed but the brand will become an official partner of the Celtics and will receive significant brand presence throughout the facility.

The partnership also puts a strong focus on year-round community initiatives, including a commitment to renovate neighbourhood basketball courts and tracks as well as entitlement of Celtics Basketball Camps. Other elements of the partnership include digital and social activation, grassroots marketing, and in-arena TV visible signage at TD Garden, the Celtics’ home arena.

The partnership was revealed at the official groundbreaking and naming ceremony today for the practice and training facility at Boston Landing, which is scheduled to open in the spring of 2018. In honour of the late Celtics president and coach Arnold “Red” Auerbach, it will be named The Auerbach Center at New Balance World Headquarters.

“Red Auerbach was a true entrepreneur whose passion for winning and dedication to the sport of basketball and the Boston Celtics was equally matched with his commitment to people and his local community,” Jim Davis, chairman and owner at New Balance, said. “New Balance is extremely proud to join with the Boston Celtics in honouring his professional achievements and personal values through ‘Red’s House’ at our Boston world headquarters.”

Boston Landing is a 15-acre mixed-use development in the Allston-Brighton neighbourhood of Boston that includes the new world headquarters of New Balance Athletics and the Warrior Ice Arena – the new Boston Bruins practice facility that opened earlier this year. In addition, the development will include additional office buildings, retail and restaurant space, a hotel and a sports complex.