By Ty Anderson, 985TheSportsHub.com
The Boston Celtics are looking for a new advertiser to feature opposite the Nike logo on their jerseys, and for as early as this season, according to a report tied to the Sports Business Journal.
From John Wall Street:
The Mavericks have publicly parted ways with patch sponsor 5miles, but Dallas isn’t the only NBA franchise looking to replace a partner logo on their game jersey. Sources tell JohnWallStreet that it’s well-known within agency circles that the Celtics are shopping the real estate General Electric occupied the last two seasons. In fact, they are telling prospective sponsors that it can be had as soon as this upcoming season. JWS founder Corey Leff has more on both of those deals, as part of a deeper dive on the NBA’s patch program, in the newest issue of Sports Business Journal.
Introduced in 2017, the General Electric logo was the face of the Celtics' jerseys throughout the Kyrie Irving Era in The Hub, and seemed to be a big part of GE's relocation to Boston from Connecticut. But the move to Boston has been a disaster for GE, with scrapped building plans and borrowed money returned to the city highlighting the nightmares, making the Celtics' horrendous luck with the GE logo on their sweater oddly poetic, really.
If the report is true and the Celtics are indeed looking for another sponsor, is it too Boston to wonder if Dunkin' gets in on the fun and jumps at the chance to sponsor the C's jerseys? They can even make a Dunkin' colored alternate jersey. Maybe have Lucky holding an iced coffee instead of a basketball on their City Edition jersey.
On a more serious note in regards to potential sponsors, it's worth mentioning that both New Balance and Puma have dipped their sneakers back in the basketball game in recent years, and that both are headquartered out of Massachusetts (New Balance's headquarters are in Brighton and can be seen from the Pike while Puma has offices in both Boston and Westford, and has plans to move their North American headquarters to Somerville's Assembly Row in 2021). Getting on board with the Celtics would allow the companies to see their logos featured even more prominently within the NBA, and continue to connect with the local flavor that many of these sponsors have had around the league.
While the Celtics were among the first wave of teams to sign on with jersey sponsors, it's worth noting that all 30 NBA teams have jersey sponsors, with the Oklahoma City Thunder becoming the last team to join in on the fun.