Press release


Putnam Launches Co-Branded Multi-Media Campaign with the New England Patriots

BOSTON, August 31, 2011 – At a ceremony late yesterday, Putnam Investments President and CEO Robert L. Reynolds and Patriots Chairman and CEO Robert Kraft formally unveiled the Putnam Club at Gillette Stadium, which is part of a broader multi-year marketing partnership between the Boston-based investment management firm and the New England Patriots.

Putnam also announced the official launch of its co-branded multi-media campaign, which includes extensive use of television and radio, mobile applications and in-stadium signage, as well as print, digital and social media elements. The campaign will underscore the partnership and shared values of Putnam, a leading investment management firm, and the New England Patriots, one of the strongest, most recognizable and successful brands in professional sports.

Commenting on the evolving partnership with Putnam and the opening of the Putnam Club, Kraft said, "Putnam's passion for improving the fan experience through this partnership has been evident from our first discussions. We're excited about the new Putnam Club, and the feedback we've received from those who have seen it has been tremendous. We look forward to a long and productive partnership for both companies."

"By teaming up with the New England Patriots, who signify performance excellence and a winning tradition based on hard work, talent, accountability and persistence, Putnam is aligning its brand with the very embodiment of the core values at the heart of what we seek to do everyday in serving our clients and investors," said Reynolds. "The opening of the Putnam Club and launch of our multi-media campaign are the initial steps in a partnership that we believe will hold tremendous value for both organizations."

The Putnam Club is two 60,000-square-foot indoor club spaces, which will serve as the game-day home of more than 6,000 club seat holders. The facility will offer fans a highly modern and entertaining experience, providing enhanced views of the field from indoors, new high-resolution digital signage, and interactive messaging.

Putnam-Patriots Multi-Media Campaign Launches
One of the key highlights of the new co-branded multi-media ad campaign will be a series of television ads slated to run across the New England region, which provide player-view perspective on the talent, focus and precision required to generate top-flight performance on the football field — also meant to symbolize the elements needed to deliver success in the investment management arena and to which Putnam is committed.

Putnam is expected to run a rotation of performance-themed ads on CBS affiliate WBZ-TV and other Patriots broadcast programming during the remaining preseason game and throughout the season. The first two 30-second TV spots are "Kick," which demonstrates that success is a result of getting every detail right, and "Fingertip," which focuses on earning trust through consistency and commitment. To view Putnam's TV spots airing during New England Patriots games, visit Putnam's Facebook page at

In addition to television ads, Putnam's campaign with the New England Patriots will be promoted through:

  • Print: Patriots Football Weekly; Patriots Game Day Magazine; Patriots Media Guide; and, Patriots Yearbook
  • Radio: WEEI Sports Radio — "Patriots Monday" and "Patriots Friday"
  • Digital:;; Gillette; ESPN; Putnam Investments Club e-newsletter; Patriots Online Media Guide
  • Social media: Facebook and Twitter
  • Mobile applications: Putnam Club Game Day app and Patriots app
  • In-stadium signage.

"The new advertising campaign will not only be entertaining, but will also deliver a clear and memorable message to fans — and the broader marketplace — about Putnam's commitment to performance excellence," explained Reynolds.

Putnam's agreement with the Kraft Sports Group is part of a natural progression that includes Putnam's connecting its brand to "performance in motion" activities over the past two years, including sponsoring PGA Tournament champion Keegan Bradley, Olympic gold medal-winning Alpine ski racer and World Cup Champion Ted Ligety, the U.S. Ski Team and U.S. Snowboarding and equestrian events in the Greater Boston area.

About Putnam Investments
Founded in 1937, Putnam Investments is a leading global money management firm with over 70 years of investment experience. At the end of July 2011, Putnam had $129 billion in assets under management, including mutual fund assets of $66 billion and institutional assets of $63 billion. Putnam has offices in Boston, London, Frankfurt, Amsterdam, Tokyo, Singapore and Sydney. For more information, visit

About the Kraft Sports Group
The Kraft Sports Group, headquartered in Foxborough, Mass., is the sports and entertainment division of The Kraft Group, the holding company for the Kraft family's various business interests. Kraft Sports Group properties include the three-time Super Bowl Champion New England Patriots, Major League Soccer's New England Revolution and Gillette Stadium, New England's premier venue for sports, concerts and special events. For more information, please visit