The NBA is back and the Boston Celtics have a new brand partner.
The Mass-based craft beer brand Jack’s Abby Craft Lagers and the Celtics have signed a four-year partnership, which will include a specialty-release collaboration beer, Pride and Parquet.
This is only the third craft brewery collaboration across the entire NBA.
“We couldn’t be more excited to share in the Celtics story and bring some truly special things to our fans,” says Rob Day, senior director of marketing for Jack’s Abby Craft Lagers. “Coming up on ten years in the business with steady success, we were ready to make a big move. You have to find something that aligns with your values, shares a fan mentality, and can bring something special to your loyal fans. We found all of that and more in the Celtics partnership.”
Pride and Parquet is an easy-drinking hoppy lager, the company says. The can will feature the Celtics parquet design, pulling inspiration from the team’s home and away jerseys.
Pride and Parquet is slated to release throughout New England in late fall/early winter, as the 2020/21 season kicks off.
“This partnership has allowed us to collaborate with a rapidly emerging and locally established brand, while also giving back to Celtics fans in more of a unique form,” Ted Dalton, SVP, corporate partnerships and business development. “We look forward to working with Jack’s Abby in strengthening the bond between two New England favorites: beer and basketball.”