An Innovative B2B Marketing Deal

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It used to be that putting your company name on a stadium was the ultimate in branding partnerships for a company looking to gain favor with the hometown crowd. But General Electric Co. has found new ground in sports marketing tie ins with a $7 million a year agreement with the Boston Celtics.


GE's logo will now appear on the team's jerseys. The logo patch will appear in green and white on the front left shoulder of game jerseys during the 2017-2018 season.

The National Basketball Association approved uniform sponsorships last year under a three-year pilot program. The Philadelphia 76ers became the first team to reach such a deal, with StubHub paying $5 million a year for a 2.5-by-2.5-inch patch.

As part of the deal, GE will also provide data and analytics services to the Celtics. GE has recently moved to an urban campus in Boston, thinking it will help it recruit engineering talent.

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