JetBlue, the Exclusive Airline Partner of the Boston Celtics since January 2016, has effectively utilized this partnership to bolster its brand presence both on and off the court. Entering its 8th season, JetBlue's sponsorship with the Celtics encompasses prominent TV-visible signage during live broadcasts, including LED courtside displays, LED basket stanchions, top-of-backboard placement, and kickback plates. This initiative has yielded an average QI Value of $2.3 million per season over the course of three years.

JetBlue and the Boston Celtics unveiled the first NBA livery in 2018. Nicknamed Lucky Blue, the aircraft is painted Celtics green and predominantly features Boston’s Lucky the Leprechaun. The livery continues to be a focal point of the partnership, not only in flight but also in various campaigns, such as schedule releases, co-branded swag, and giveaways.

The collaboration has also focused on fan engagement through several innovative initiatives. JetBlue has been the presenting partner of the JetBlue Runway since the 2017–18 season. Included is a content series that showcases player arrivals during select home and away games. Dates are selected to align with JetBlue designations as well as marquee matchups, generating an average of 23.5 million impressions per season over the past three years.

Expanding its influence further, JetBlue has served as the presenting partner of the Celtics' schedule release since 2020. This innovative campaign authentically and creatively integrated local artists and an embroidery shop to craft custom flat-brimmed hats tailored for key JetBlue hubs, such as Miami, LA, Chicago, and Milwaukee. This campaign yielded an impressive 5.3 million impressions per season on average. 

Through these initiatives, the Celtics have not only amplified JetBlue’s visibility in venues across the country, on TV, and via social media platforms, but the brand has also fostered deeper engagement with the passionate fan base of the Celtics, affirming JetBlue as a prominent partner of the Boston Celtics. For more insights into NBA sponsorship deals, download our NBA Marketing Partnerships 2023–24 report.

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