March 22, 2006

Volume 5, Issue 4

Sponsor is “Floored” by Celtics

Contact Info: Ted Dalton, Director of Corporate Partnerships & Business Development, [email protected], (617) 854-8003; Sean Barror, VP of Corporate Partnerships,

[email protected], (617) 854-8009

Team: Boston Celtics

Objective: To create a new piece of sponsorship inventory that provides their partner with an “ownable” asset.

Program Description: Both the Celtics and their partner - Tools 4 Hire - are floored about their recent sponsorship agreement… literally!

Tools 4 Hire, a New England based construction company, is the first ever sponsor of the famed Parquet Floor, in a deal that includes the Tools 4 Hire logo on courtside rotational signage, end-cap signage and promotional spots.  The sponsorship allows for in-game program advertising, team website presence, and high-end hospitality.

And what’s more, as part of this deal they become the sponsor of the First Annual “Tools 4 Hire Parquet Floor Award”.  This award is voted on by fans and is given to the Celtics player who shows the most “hustle, grit, and determination.”  The only way to vote on this award is for fans to register through the Celtics website, where they need to provide full contact information. By registering, participants are automatically entered into a drawing where 12 lucky winners are awarded with a once in a lifetime experience to play on the court before a game. What’s more, these winners also receive two game tickets as well as a special pre-game dinner.

Media: The sponsorship includes media coverage and arena signage visible on television.  Additionally, this deal has been featured in trade publications that include Sports Business Daily, Sports Business Journal, Team Marketing Report and others.

Sponsor: Tools 4 Hire, the official sponsor of the Boston Celtics and the Parquet Floor, sell and rent construction as well as home improvement products in Massachusetts, Rhode Island, and Maine. 

Results: Tools 4 Hire signed a three year deal with the Celtics for this sponsorship. Nearly 1,000 entrants participated in the voting for the “Tools 4 Hire Parquet Floor Award” helping to increase the marketing databases for both Tools 4 Hire and the Celtics. What’s more, Tools 4 Hire noted increased traffic and lead generation from their website (t4h.com), due to several links from Celtics.com, including a link from the voting page.

Looking Ahead: The Celtics and Tools 4 Hire are looking forward to growing their partnership in all areas.  Tools 4 Hire is beginning to even brand and customize child-size construction vehicles for in-game promotions.

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