Bacardi has secured a tie-up for its flagship rum brand with US basketball team the Boston Celtics.

The privately-owned spirits group confirmed yesterday (6 November) that it has signed a three-year agreement with the team, making Bacardi rum an exclusive partner of the Celtics. Financial details of the deal were not disclosed.

"Bacardi rum and the Boston Celtics are two powerhouse brands with great heritage," said Shane Graber, Bacardi rum's national group marketing manager. "These iconic brands represent quality, tradition, authenticity and sociability."

During the upcoming 2006-07 season, Bacardi and the Celtics will host post-game events at a variety of Boston-area locations. The brand will use Celtic-related events to emphasise social responsibility, the company noted.

"Boston is a 'sports town', and this partnership gives the Bacardi rum brand a great way to connect with adult consumers," added Brandy Toth, Bacardi rum's New England division marketing manager. "Most importantly, the Celtics partnership will help Bacardi rum deliver a social responsibility message to an even larger audience in the Greater Boston area."

Communications such as radio, print and broadcast messages will be used as part of the tie-up, urging legal-drinking aged consumers to drink responsibly.