Putnam to kick off NFL season with Patriots partnership

Now that the National Football League's lockout is history, Putnam Investments has teamed up with the New England Patriots in a new marketing arrangement. The mutual fund firm has entered into a partnership with the Kraft Sports Group, a privately held company that owns the Patriots, soccer club The New England Revolution and Gillette Stadium in Foxborough, Mass. “There's a pride and morale factor: The Patriots have long stood for teamwork and striving for performance and excellence,” said Jon Goldstein, Putnam's spokesman. “These are all characteristics and values that are at the heart of what we do.” Neither the financial terms of the agreement nor the length of the partnership were disclosed, as is the practice with the company's agreements with other backers, said Stacey James, a spokesman for the Patriots. Kraft already has a number of other partnership deals tied to the stadium or its home teams, including ones with Bank of America Corp., United HealthCare Services Inc. and PepsiCo Inc. A swath of advertising opportunities will be available to Putnam as the official mutual fund provider for the Patriots. “There will be some multimedia opportunities and branding in and around the stadium,” said Mr. James. Some of the sponsorship elements will be viewable through TV broadcasts and different shows, he added. Mr. Goldstein added that the deal would include high-resolution digital signage and a social media component. The NFL lockout, once a concern for fans and sponsors alike, wasn't particularly worrisome for Putnam, he said. “I think there was confidence that this would eventually find resolution,” Mr. Goldstein said. “This partnership is something we've only just consummated, so I don't think it's a concern that entered our heads.” Concepts from the new Putnam partnership will be unveiled this fall, including the indoor Putnam Club at Gillette Stadium for some 6,000 seat holders. Kraft and Putnam have lined up a series of other fan initiatives that haven't been disclosed yet. The Putnam Club, comprised of two 60,000 square foot spaces, will open in September.