TD Banknorth Signs Sox Star Varitek

BOSTON TD Banknorth said it has added to its roster of athlete endorsers, inking Red Sox catcher Jason Varitek to a four-year deal.

He will appear in promotional efforts and ad campaigns crafted by Portland, Maine-based independent ad agency Via.

TD Banknorth for the past few years has used a sports-themed strategy to distinguish itself from better-known competitors such as Bank of America, Citizens Bank and Sovereign Bancorp.

The bank has previously used former Boston Bruins star Ray Bourque and New England Patriots receiver Troy Brown. It also owns the naming rights for the TD Banknorth Garden, the city’s downtown sports arena, where the Bruins and Boston Celtics play.

“Jason’s leadership skills and commitment to excellence make him a great choice to join TD Banknorth as a spokesman,” said TD Banknorth chairman and CEO William Ryan, in a statement. “As a world-class professional, Jason represents the very best of New England baseball, and we’re happy to have him on our team.”

Celebrity Marketing in Andover, Mass., brokered the deal. Terms were not disclosed.

The client has spent $5-7 million annually in measured media in recent years, per Nielsen Monitor-Plus.