Amica to be the next jersey sponsor for the Celtics
Rhode Island-based insurance company and New England Council member, Amica Mutual Insurance announced that it is replacing Vistaprint as the jersey patch sponsor for the Boston Celtics—also a member of the New England Council.
The two companies began negotiations about a year ago after Amica chief marketing officer Tony Pachis learned that Vistaprint would not be renewing its uniform sponsorship. Amica offers car, home, and life insurance across the country—bringing in $2.6 billion in revenue last year—but this deal is aimed at strengthening brand recognition in its own domain.
“When we look at our brand recognition, particularly in New England, it’s a lot lower than we want it to be,” said Amica chief executive Ted Shallcross. “We just have some of the highest customer retention rates in the industry. When customers come to Amica, they stay. We just need [other customers] to know the Amica name more.”
Rich Gotham, president of the Celtics, said that they are “excited about partnering with Amica” and feel that they will “be able to do some things in the community together. It feels like a great match from a brand perspective.”
The New England Council congratulates Amica on its partnership with the Boston Celtics.
Read more in the Boston Globe.