Putnam Investments and the Kraft Sports Group announced a marketing partnership Thursday that would integrate the financial firm’s brand with the New England Patriots.
The agreement, the financial terms of which were not disclosed, includes branding opportunities for the firm at Gillette Stadium and will be carried on over several years.
Upcoming marketing efforts will include using social media to connect with fans and “elevate the fan experience,” according to Putnam, and will be unveiled in the fall.
In September, the Putnam Club will open at Gillette Stadium to cater to 6,000 club seat holders during games. The Club, which is actually two 60,000 square-foot indoor rooms, will feature high-resolution digital signage and interactive messaging throughout the facility.
“Putnam Investments is proud to be associated with the New England Patriots, which has come to signify performance excellence and a winning tradition based on hard work, talent and a passion for teamwork,” Robert Reynolds, president and chief executive officer for Putnam Investments, said in a statement.
“The broad reach of the National Football League, widely recognized as the nation’s most popular sport, combined with the universal appeal of the New England Patriots, makes this an extraordinarily attractive sponsorship,” he added.