It’s happening, people. Sponsors on uniforms are coming to the NBA.
The Boston Celtics on Wednesday officially announced a multi-year partnership with General Electric that will include putting GE’s logo on the Celtics’ uniforms beginning in the 2017-18 season. The logo will appear as a patch on the front left shoulder of Boston’s home and away uniforms.
ESPN’s Darren Rovell reported Tuesday that the Celtics would announce their logo deal with GE on Wednesday.
The Celtics won’t be alone, as sponsored logos on NBA uniforms were approved by the league’s Board of Governors last April in the form of a three-year pilot program. According to the team, GE also will provide the C’s with “expertise, products and insights across data science, medical equipment, and lighting solutions.”
“GE will be woven into the fabric of the Boston Celtics both literally and figuratively,” Celtics president Rich Gotham said Wednesday at an announcement ceremony in Boston. “Their leadership in innovation, analytics, and technology will help us to be as competitive as we can be in everything from optimizing our facilities and equipment to player performance. Simply put, GE will make us a better and smarter basketball team and organization.”
According to the Celtics, GE’s technology will be prominently featured in the team’s new practice facility, which is scheduled to open in 2018 right next to the Boston Bruins’ practice facility in Brighton. The partnership also coincides with GE moving its company headquarters to Boston, a move that should be completed in 2018.
Thumbnail photo via David Butler II/USA TODAY Sports Images