January 14, 2011

Sun Life Financial Signs Boston Celtics Sponsorship Deal

Deal includes Jumbotron, digital marketing and team appearances

Maybe Shaq needs a variable annuity with a GMWB. The Boston Celtics and Sun Life Financial announced a new sponsorship agreement Thursday, designating Sun Life as the first-ever presenting sponsor of Celtics.com. Financial terms of the agreement were not disclosed.

Under the terms of the agreement, Sun Life will be designated as an official team sponsor. The company will receive brand integration across a variety of Celtics promotional and marketing vehicles, including courtside signage, in-game promotions and features, exposure on the Jumbotron and the rights to use Boston Celtics team logos.

According to the team, Celtics.com averages more than 8.5 million page views and 1.5 million unique visitors per month and 70 million page views a season.

"Fans from all over the world stay connected with the team through Celtics.com," said Boston Celtics Team President Rich Gotham. "We are proud to partner with a prestigious international brand like Sun Life Financial to reach Celtics fans everywhere."

As part of the partnership, Sun Life Financial will host two poster giveaways for fans at upcoming Celtics home games. Sun Life Financial and the Celtics will also host three rally events at Sun Life Financial offices throughout the season. Each rally will include a community-based initiative featuring a Celtics Legend, team mascot LUCKY, members of the Celtics Dancers, and the 2008 Championship Trophy.

"This partnership is a slam-dunk for both Sun Life and the Celtics," said Senior Vice President and Head of U.S. Marketing for Sun Life Priscilla Brown in a statement. "It combines the strength and stability of the Sun Life brand with one of the world’s most prestigious professional sports franchises, while providing us with a great opportunity to connect with the country’s most passionate fans, right here in our hometown of Boston."

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