NBA basketball's Boston Celtics franchise – champions in 2023-24 – have announced automobile insurance provider Amica as their new jersey patch sponsor for the upcoming 2024-25 season as part of a multi-year partnership.

As the exclusive auto, home, and life insurance partner of the franchise, Amica’s logo will appear as a patch on the front left shoulder of all Celtics jerseys through 2024-25.

Jerseys with Amica patches will be available to purchase online as well as on-site at the team’s TD Garden arena in the latter part of 2024, closer to the new season’s October start date.

Speaking on the establishment of the new partnership, Celtics team president Rich Gotham stated: “[Of all team partnerships] none is more important or meaningful” than the organization that puts its name on the front of Boston’s iconic jerseys.

“The Boston Celtics jersey is not only recognized all across New England, it’s recognized all across the world. It symbolizes excellence and championships and it’s no small thing to put someone on that jersey alongside us.”

Amica replaces previous Celtics jersey patch partner Vistaprint, the global printing e-commerce business that had sponsored the Celtics since 2020.

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Vistaprint was only the second patch partner for the Celtics, with the General Electric utilities conglomerate having sponsored the team between 2017 (when jersey patches were introduced) and 2020.

The Celtics are record 18-time and current reigning champions of the NBA, and the team’s brand is one of the most prominent for a US sports organization globally.

In its Business of the National Basketball Association 2023-24 report, GlobalData Sport analysts found that the Celtics were in the top half of the league for overall yearly sponsorship values and deal quantities, and boasted the second-highest ticket revenue in the competition, owing to the fervor of their fans.

The announcement of a new patch sponsor follows revelations last week (July 2) that the team’s ownership group had put the franchise up for sale.

Boston Basketball Partners (BBP), the team’s ownership group, is seeking to complete the sale by early 2025, if not sooner, capitalizing on the team’s recent championship win.

Headed by Wyc Grousbeck and Stephen Pagliuca, the fund purchased the team in 2002 for $360 million and has overseen two championship wins.