The Boston Celtics won their record-setting 18th NBA Championship on Monday night, adding another illustrious distinction to the team’s storied lore.

This watershed victory spotlights both the team’s on-court prowess and the city’s robust sports sponsorship landscape: total branded engagement in the Boston market stands at 47.2M and counting, with the Celtics accounting for 64% of that staggering figure.

Local coffee icon Dunkin' dominates the Beantown market with 18 sponsorships,  including partnerships with the city’s 5 major pro sports teams. Bud Light trails with 11 deals, followed closely by Pepsi with 10 partnerships.

The Boston Red Sox take the title of the city’s most sponsored property with a whopping 141 wide-ranging partners, including heavy hitters like Coca-Cola, Dunkin', and Mastercard. The Boston Bruins are second with 117 sponsorship deals––blue-chip brands such as adidas, Bud Light, and GEICO among them. Surprisingly, the minor-league Worcester Railers––the ECHL affiliate of the New York Islanders––surpass the Celtics, New England Patriots, and New England Revolution in total sponsorships for third place, with 106 deals. 

On the social media front, the Boston Celtics lead with a formidable 23M total followers, followed by the New England Patriots with 17.7M, and the Boston Red Sox with 13.3M. The Celtics also scored the most successful social campaign over the last year with 

TD Bank––garnering 10.4M engagements across 238 posts––as well as the market’s top social post over the same period on June 6th, when the team defeated the Mavericks in game 1 of the NBA Finals.