GE, which moved its global headquarters to Boston last year, just announced a major partnership with the city's NBA team.
The Celtics will put a GE logo patch on the team's jerseys starting in the 2017-18 season. The NBA approved the sale of jersey sponsorships last year, and each team is responsible for securing its own sponsorship deals. Boston is the third NBA team to secure a sponsored jersey, joining the Philadelphia 76ers (StubHub) and Sacramento Kings (Blue Diamond).
As part of the multiyear partnership, GE also will become the Boston Celtics' exclusive data and analytics partner, providing the team with medical equipment and lighting as well as data science to help the team with player performance, injury prevention and business optimization. GE technology will be integrated into the team's facilities, including the Auerbach Center at New Balance World Headquarters, a training facility opening in 2018.
The Celtics partnered with WWE-IMG global partnerships group on the jersey patch sponsorship. Financial terms of the overall deal were not disclosed.
"GE and the Boston Celtics both have rich histories of tradition and innovation, and we're thrilled to bring these two iconic brands together in a way that will drive further success for the team and pride in the city of Boston," said GE CMO Linda Boff in a statement. "The Celtics will become another key ally in GE's mission to help make Boston an epicenter of tech innovation."