In the last few years, the worlds of sports and brew lovers has been on a collision course, as team-branded beers have landed in stadiums and arenas throughout the U.S.
These beverages have been known to expand the fan experience, as they can be enjoyed at the venue where their favorite teams play to a gathering with friends on the living room couch.
Now adding to the growing list of professional sports teams stepping up their branded brew game, the Boston Celtics have developed a partnership with Framingham, MA-based Jack’s Abby Craft Lagers. This marks the first collaboration project from the National Basketball Association’s Boston team.
“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. We look forward to working with Jack’s Abby in strengthening the bond between two New England favorites: beer and basketball,” says Ted Dalton, senior vice president of corporate partnerships and business development for the Celtics.
The collaboration will include a special release dubbed Pride & Parquet. The beer is noted to be hoppy and the can will feature the parquet design prominently, pulling inspiration from the home and away jerseys of the Boston Celtics.
“[The Celtics] are a legendary institution in New England and the cooperation and enthusiasm of their organization made this a perfect relationship. 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.
The brew will begin rolling out just in time for the 2020/2021 season.