General Electric’s logo will be featured on the Boston Celtics’ player jerseys for the upcoming season as part of a multi-year partnership.
According to a Celtics press release, the partnership will allow GE to provide data analytics to improve medical equipment, lighting, and player performance.
“This is a great thing for the team. It’s going to make it more competitive,” Celtics Co-owner Steve Pagliuca said.
The Celtics and GE will be working to integrate GE technology into the team's facility, including the Auerbach Center at New Balance Headquarters, set to open in 2018.
The deal comes as the NBA tests a three-year trial allowing sponsorship logos on player uniforms. The logo will appear on the front left shoulder of player jerseys. Two other NBA teams have already announced similar sponsorships with other companies.
The NBA says the logos will not be a distraction and will not appear on jerseys sold nationally.
"This is a really smart move for them as a brand,” David Gerzof of BIGfish Communications said.
Gerzof, who also teaches sports communications at Emerson College and says it is only a matter of time before American sports jerseys start looking like European ones that are covered in logos.
“It starts small. People get used to it and then something else shows up and something else shows up and you end up with something that looks like the Green Monster at Fenway Park,” Gerzof said.
Fans say they are not so sure they want to give up any more real-estate.
“They’re the Celtics. You don’t need logos,” Tom Clews of Boston said. “All you need is the celtic and the shamrock that’s all you need for the Celtics.”