Benrus, Boston Celtics announce partnership

BOSTON – Providence-based Benrus, the watch company former Alex and Ani CEO Giovanni Feroce is currently leading, has a new sponsorship partnership with the Boston Celtics.
Announced last month, the military-inspired brand will receive “premier exposure at TD Garden” – where the Celtics play home games – as well as an opportunity with the Anthem Buddies program and integration of exclusive Benrus Kick Plates inserted below all courtside seats.
The core activation for the marketing partnership will highlight Benrus as the Official Outfitters of Celtics.com reporters, who will feature a variety of Benrus products during pregame, on-air segments. Additionally, the Anthem Buddies segment will offer some young Celtics fans the opportunity to stand on the court in front of Celtics players with a Benrus backpack during the National Anthem.
Financial details of the partnership were not announced. •

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