General Electric Co. is paying a pretty penny for a new marketing campaign. The American multinational conglomerate corporation is rumored to be paying more than $7 million a year with the Boston Celtics to have their iconic logo inked on the NBA team’s uniform. The corporation moved its headquarters to Boston recently, which could be the reason for this marketing partnership. “GE is an iconic company known throughout the world, the Celtics are a great brand, and putting those together is a match made in heaven,” said Steve Pagliuca, owner of the Celtics. Ironically, it is one of three big recent NBA deals; the Sacramento Kings have signed with Blue Diamond Almonds and the Philadelphia 76ers are partnering with Stubhub. The two Boston based organizations will collaborate on a series of community initiatives. GE has committed $50 million to improve STEM education in Boston Public Schools, improve health care, and community development. But GE isn’t just offering the Celtics money; they are also sharing data science, medical equipment, and lighting solutions with the team. GE will be integrated into team platforms such as digital/social media content, fan engagement, television signage, and scoreboard integration and promotions. This Cause Marketing Sponsorship is a great way for the company to show its commitment and dedication to its new home city and its people (the fiercely loyal Bostonians). In addition, it is a great marketing tactic for GE to help recruit new talent and convey a new urban GE corporation.