Bob Reynolds just expanded Putnam's [profile] sports sponsorship efforts again in a big way, especially close to home.

Robert Reynolds Putnam Investments President, Chief Executive Officer

Today Reynolds unveiled an "multifaceted, multiyear marketing partnership" with the Boston Celtics basketball team as their exclusive asset management partner. The Putnam name will be painted on the Celtics' floor (famous as the only oak floor in the NBA), the first brand to ever be advertised in front of the Celtics' own and the visitors' benches. There will be a Putnam Club luxury lounge, LED signage by the court and on the Jumbotron (and its underbelly), digital and social media work, and more.

The 2015-2016 regular NBA season kicks off on October 28.

In a press conference with Celtics co-owner and CEO Wyc Grousbeck, Reynolds said that teaming up with the Celtics was about the demographics of the team's fanbase around the world. And "it's who you're partnering with," Reynolds added.

"We've had a long relationship, a personal relationship," Reynolds said.

"We've been through highs and lows together," Grousbeck agreed.

The deal is the latest in Reynolds' Performance In Motion marketing strategy. Putnam already sponsors several PGA players, an Olympic gold-medal skier, and Boston's hometown NFL team. 

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