• by Tanya Gazdik , May 30, 2012

Sun Life Financial has acquired the naming rights to the Boston Celtics Courtside Club as part of a multi-year partnership renewal beginning in the 2012-13 season.

Sun Life has been a sponsor of the Boston Celtics since the 2010-11 season. Under the new deal, the Courtside Club -- the hospitality venue in the used for entertaining team ownership, courtside ticket holders, corporate partners and VIP guests during each Celtics home game -- will be designated as the Sun Life Courtside Club.

As a naming rights partner, Sun Life’s brand will be prominently featured throughout the Sun Life Courtside Club, including entry and directional signage leading guests to the club and the club’s interior, as well as on staff uniforms and courtside tickets and passes required for club admission.

Sun Life will also receive seat back signage on the first row courtside sideline seats for all Celtics home games, the opportunity to host customer events in the Courtside Club and courtside season tickets and club passes.

The partnership “combines the strength and stability of the Sun Life brand with one of the world’s most prestigious professional sports franchises, while providing us with a great opportunity to connect with a highly coveted audience and offer exclusive hospitality experiences to current and prospective customers and our employees,” said Sun Life Financial U.S. President Westley V. Thompson in a statement.

Sun Life will also receive additional promotional and marketing assets, including a presence in-arena through courtside signage, branded in-game promotions and features, 21 Sun Life Honorary Ball Kid Experiences and the rights to use Boston Celtics team marks and logos in external and internal marketing and advertising campaigns.

As a sponsor of Celtics.com, Sun Life will receive significant exposure on the site, including presenting sponsorship of Celtics Minute, a daily video vignette. Celtics.com averages more than 8.5 million page views and 1.5 million unique visitors per month, for a total of 70 million page views each season.

The partnership also calls for Celtics executives, Legends and personalities to participate in Sun Life programs, initiatives and meetings with Celtics mascot LUCKY also to make several appearances at local community organizations in conjunction with Sun Life’s philanthropic initiatives.