Putnam Investments and the Kraft Sports Group Announce Long-Term Brand Partnership for Gillette Stadium
28 Julho 2011 - 12:38PM
Business Wire
Putnam Investments and the Kraft Sports Group today announced a
multi-faceted, multi-year marketing partnership. The new agreement
carries broad awareness-building opportunities with high-profile
branding of new and improved properties at Gillette Stadium. By
teaming with the New England Patriots, Putnam will also receive
significant local and national exposure through various forms of
media. Financial terms of the agreement were not disclosed.
The long-term marketing partnership aligns Boston-based Putnam
Investments, one of the nation’s leading investment management
firms, with the New England Patriots, one of the strongest and most
recognizable brands in professional sports.
“Putnam Investments is proud to be associated with the New
England Patriots, which has come to signify performance excellence
and a winning tradition based on hard work, talent and a passion
for teamwork,” said Robert L. Reynolds, President and Chief
Executive Officer, Putnam Investments. “Under the inspiring
leadership of Robert and Jonathan Kraft, the New England Patriots
have earned a reputation for success that is as powerful off the
field as it is on. Together, we will make a very formidable
team.”
Commenting on the new agreement with Putnam Investments, Robert
Kraft, Chairman of The Kraft Group said, “Joining forces with
elite, New England-based companies as our naming rights partners
has been a priority from the time we conceived of building the
stadium. I have the utmost respect for Bob Reynolds and his team,
who lead a well-regarded global money manager. We are proud and
honored that Putnam Investments is our new marketing partner, and
look forward to combining our two great brands for years to
come.”
Reynolds indicated that the new initiative represents the next
step in Putnam’s strategic marketing efforts by providing a
regionally based, top-tier opportunity that is national in scope.
“The broad reach of the National Football League, widely recognized
as the nation’s most popular sport, combined with the universal
appeal of the New England Patriots, makes this an extraordinarily
attractive sponsorship,” he said.
Under Reynolds’s direction, the firm has engaged in key talent
acquisition to augment existing capabilities, rebuilt Putnam’s
equity and research investment platforms, bolstered its retirement
business, enhanced its technology and revitalized the brand of the
nearly 75-year-old company.
Redefining the Fan Experience
A key element of the new partnership will be to help redefine
and elevate the fan experience through use of leading technology,
social media and greater levels of connectivity, which will be
wrapped in Putnam branding. The new concepts are a result of the
close-working relationship of Putnam and the Kraft Sports Group,
and will be unveiled this fall.
One of the primary features will be the Putnam Club, consisting
of two 60,000-square-foot indoor club spaces which serve as the
game-day home of more than 6,000 club seat holders. The Putnam Club
will have a highly contemporary look and feel, providing enhanced
views of the field from indoors. New high-resolution digital
signage will deliver a more informative and entertaining fan
experience, while interactive messaging throughout the facility
ties the rich history and culture of the Putnam brand with the New
England Patriots organization.
The Putnam Club is scheduled to officially open in September,
when additional details will be announced.
About Putnam Investments
Founded in 1937, Putnam Investments is a leading global money
management firm with over 70 years of investment experience. The
firm was recently named one of the top 15 mutual fund families by
Lipper/Barron’s for the second consecutive year. At the end of June
2011, Putnam had $129 billion in assets under management, including
mutual fund assets of $68 billion and institutional assets of $61
billion. Putnam has offices in Boston, London, Frankfurt,
Amsterdam, Tokyo, Singapore and Sydney. For more information, visit
putnam.com.
About the Kraft Sports Group
The Kraft Sports Group, headquartered in Foxborough, MA, is the
sports and entertainment division of The Kraft Group, the holding
company for the Kraft family’s various business interests. Kraft
Sports Group properties include the three-time Super Bowl Champion
New England Patriots, Major League Soccer’s New England Revolution
and Gillette Stadium, New England’s premier venue for sports,
concerts and special events. For more information, please visit
www.thekraftgroup.com/sports_entertainment.
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