GE: Garden Enshrinement

Logos will appear on Boston Celtics jerseys next season

General Electric is seeing green in 2017. Celtic green, that is.

The company announced a multiyear partnership with the Boston Celtics on Wednesday that includes data and analytics service provisions, $7 million to the team, and one McHale of an advertising spot.

GE logo patches, seen below, will appear on the front left shoulder of both the Celtics’ home and away uniforms, beginning in the 2017-18 season. It remains to be seen whether newly retired jersey numbers hoisted to the rafters of the TD Garden will also sport the iconic General Electric logo (we’d imagine they won’t). GE moved its headquarters to Boston last year from Fairfield, Connecticut.

A rendering of a GE logo patch on a jersey of retired Celtic great John Havlicek.—Boston Magazine photo

A rendering of a GE logo patch on a jersey of retired Celtic great John Havlicek.—Kyle Clauss photo

“We’ve got [Red] Auerbach, we’ve got [Bill] Russell, we’ve got [Larry] Bird, and now we’ve got Thomas Edison,” Celtics co-owner Wyc Grousbeck told Adam Vaccaro of the Boston Globe. 

The industrial giant—which has undergone a concerted image makeover to fashion itself as industrial/digital— will provide data and analytics services to the Celtics under the multiyear deal, GE said Wednesday in a statement.

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.

WME/IMG advised the Celtics on the sponsorship, which also provides for GE’s brand to be integrated into scoreboard promotions and fan events.

“The partnership marks the most high-profile step by GE to embrace its new home city. The company ditched its longtime suburban Connecticut headquarters for an urban campus to burnish its image in the tech community and help recruit engineering talent,” Bloomberg News reported Wednesday.



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