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Boston Celtics, Sun Life Financial Tip-off Season with Opening of Sun Life Courtside Club; Unveil Mobile “Photo Booth” Console That Empowers Fans to Capture and Share Memorable Garden Moments

The U.S. Business Group of Sun Life Financial Inc. (NYSE:SLF, TSX:SLF) and the Boston Celtics today announced the opening of the newly-branded Sun Life Courtside Club, the exclusive TD Garden hospitality venue used by the Celtics to entertain VIP customers. Sun Life Financial Senior Vice President/General Manager Mike Shunney joined Celtics President Rich Gotham to commemorate the opening at a special ribbon cutting ceremony before the Celtics home opener vs. the Milwaukee Bucks at TD Garden.

As part of the announcement, Shunney unveiled FanShots, a first-of-its-kind mobile “photo booth” that enables fans to capture, send and instantly socialize images that chronicle consumer game experiences at TD Garden. Sun Life, an official partner of the Boston Celtics since the 2010-11 season, acquired the naming rights to the Sun Life Courtside Club in May of this year.

The Mobiquity FanShots photo booth will permanently reside in the Sun Life Courtside Club, providing VIP guests with access to an innovative mobile experience to complement their Celtics experience. After FanShots takes a guest’s picture, they can personalize it by choosing from a menu of Celtics-themed backgrounds, and then instantly share the content via email and social networks. Fans can also win exclusive prizes, including Celtics tickets.

“Sun Life’s partnership with the Celtics connects us directly to a highly coveted audience and allows us to provide exclusive hospitality experiences to our customers and employees,” said Shunney. “Advances in technology and the growth of personalized digital marketing open a new world of client engagement opportunities, and products like FanShots enable us to enhance the fan experience and engage clients in a meaningful way, all while promoting the Sun Life brand to business leaders and consumers alike.”

FanShots was developed jointly by Sun Life and Boston-based Mobiquity, a professional services firm that creates innovative mobile solutions and apps that drive business value. The booth consists of a 22-inch capacitive screen, high-definition camera, a fully functioning operating system, which allows it to be turned on/off remotely, and a sensor that alerts the booth to movement. Sun Life is able to customize the FanShots screen with various brand messages and announcements, and promote interactive contests. The booth’s built-in analytics track flow, retention and usage, making it simple to gauge participation levels. For more information visit

“This unique activation program is a testament to the value of partnering with a leading brand like Sun Life Financial,” said Gotham. “We’re excited to bring a fun and engaging experience to Celtics’ fans while providing a great business to business marketing platform for our partners.”

The naming rights agreement was part of Sun Life’s strategic re-allocation of sponsorship assets from a focus on consumer awareness to customer and employee engagement programs like FanShots. The Sun Life Courtside Club is the Celtics’ primary hospitality venue in the TD Garden used for entertaining ownership, courtside ticket holders, corporate partners and VIP guests during home games.

“This program hits the mark for us on all levels: it offers an opportunity for our sales representatives to connect with their clients in a compelling environment; enables Sun Life to provide a memorable experience to consumers; and drives awareness of Sun Life by delivering fans a branded memento that’s tailor made for sharing across their social networks,” said Sun Life Financial Head of Sponsorships Sally Bray.

As a Celtics naming rights partner, Sun Life’s brand is prominently featured throughout the Sun Life Courtside Club. Sun Life also receives seat back signage on the first row courtside sideline seats for all Celtics home games, the opportunity to host customer events in the Courtside Club and courtside season tickets and club passes. Sun Life also receives additional promotional and marketing assets, including extensive presence in-arena through courtside signage, branded in-game promotions and features, 21 Sun Life Honorary Ball Kid Experiences and the rights to use Boston Celtics team marks and logos in external and internal marketing and advertising campaigns.

About Sun Life Financial

Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. In the United States and elsewhere, insurance products are offered by members of the Sun Life Financial group that are insurance companies. Sun Life Financial Inc., the holding company for the Sun Life Financial group of companies, is a public company. It is not an insurance company and does not offer insurance products for sale in the United States or elsewhere, and does not guarantee the obligations of its insurance company subsidiaries. In the United States, Sun Life Financial provides a range of products and services to employers and their employees, including group and voluntary life, disability, dental and stop-loss insurance products. These products are issued by Sun Life Assurance Company of Canada in all states except New York. In New York, these products are issued by Sun Life Insurance and Annuity Company of New York. Product offerings may not be available in all states and may vary depending on state laws and regulations. For more information please visit Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF.

About the Boston Celtics

A charter member of the Basketball Association of America (which evolved into the National Basketball Association) since 1946, the Boston Celtics have won a record 17 NBA Championships, including eight (8) in a row from 1959-1966, and have won NBA titles in three different eras. In addition, 32 former Celtics players, management or staff have been inducted into the Naismith Memorial Basketball Hall of Fame. In December 2002 the team returned to local ownership for the first time since 1963. For more information on the Celtics, log on to

About Mobiquity

Mobiquity is a professional services firm working with the Global 2000 to create innovative mobile solutions and apps that drive business value. Clients benefit from the breadth and depth of the company’s cross-disciplinary teams to unleash the power of mobile. Integrating strategy, user-experience design and app development, Mobiquity delivers across the entire mobile ecosystem, driving business innovation and competitive advantage. Since its inception, Mobiquity’s client roster has surged to more than 70 companies (the majority hailing from the Fortune 500), including CVS, Boston Scientific, Fidelity Investments, MetLife, the New York Post, Putnam Investments and Weight Watchers International. Mobiquity was named by Network World as one of the hot technology startups to watch in 2012. SAP also selected Mobiquity as a partner to help customers develop and implement mobile strategies and applications that optimize investments in SAP enterprise solutions. To learn more, visit For more information on FanShots, visit

SLPC 24590 11/2012 (Exp. 11/2017)

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