Feature

New Balance signs up to support Celtics’ training complex

Celtics

US sportswear company New Balance has agreed a deal to take on the naming rights to the new training facility of NBA basketball franchise the Boston Celtics.

Although terms of the agreement were not disclosed, it was confirmed that New Balance will serve as an official partner of the new facility, which is due to open in the spring of 2018. The company will benefit from significant brand presence throughout the centre.

New Balance will also work with the Celtics on a series of community initiatives, such as a commitment to renovate neighbourhood basketball courts and tracks.

The Celtics training facility forms part of ‘Boston Landing’, a 15-acre mixed-use development in the Allston-Brighton area of Boston that will also feature the new global headquarters of New Balance Athletics. NHL ice hockey franchise the Boston Bruins will also open a new training facility at the site, while additional office buildings, retail and restaurant space, a hotel and sports complex will also feature.

The training centre will be named ‘The Auerbach Center at New Balance World Headquarters’, in honour of late Celtics president and coach Arnold Auerbach.

“Red Auerbach was a true entrepreneur whose passion for winning and dedication to the sport of basketball and the Boston Celtics was equally matched with his commitment to people and his local community,” New Balance owner and chairman Jim Davis said. “New Balance is extremely proud to join with the Boston Celtics in honouring his professional achievements and personal values through ‘Red’s House’ at our Boston world headquarters.”

Wyc Grousbeck, co-owner and governor of the Celtics, added: “We are proud to be in partnership with New Balance and honoured that they have agreed to carry forth Red’s legacy in the naming of the Auerbach Center at New Balance Headquarters.”

 

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