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January 12, 2011

Boston Celtics, Sun Life Financial Announce Multi-Faceted Partnership; Leading Financial Services Company Becomes First-ever Presenting Sponsor of Celtics.com

Deal assets include in-arena exposure, digital marketing elements, team appearances & tickets/hospitality

For Immediate Release

BOSTON (January 12, 2011) – The Boston Celtics and Sun Life Financial today announced a new multi-faceted sponsorship agreement, designating the leading financial services company as the first-ever presenting sponsor of Celtics.com. Financial terms of the agreement were not disclosed.

Under the terms of the agreement, Sun Life will be designated as an official team sponsor and receive extensive brand integration across a variety of Celtics promotional and marketing vehicles, including extensive presence in-arena through courtside signage, Sun Life branded in-game promotions and features, exposure on the Jumbotron and the rights to use Boston Celtics team marks and logos in external and internal marketing and advertising campaigns.

As presenting sponsor of Celtics.com, powered by Sun Life Financial, the company will receive significant exposure throughout the site, one of the most highly-trafficked in all of professional sports. Web assets include fixed header positions on all Celtics.com pages, and presenting sponsorship of several interactive team content features including the team statistics section, post-game breakdowns and Celtics Minute, a daily video vignette. Celtics.com averages more than 8.5 million page views and 1.5 million unique visitors per month and 70 million page views a season.

“Fans from all over the world stay connected with the team through Celtics.com,” said Boston Celtics Team President Rich Gotham. “We are proud to partner with a prestigious international brand like Sun Life Financial to reach Celtics fans everywhere.”

As part of the partnership, Sun Life Financial will host two poster giveaways for fans at upcoming Celtics home games. Sun Life Financial and the Celtics will also host three rally events at Sun Life Financial offices throughout the season. Each rally will include a community-based initiative featuring a Celtics Legend, team mascot LUCKY, members of the Celtics Dancers, and the 2008 Championship Trophy.

“This partnership is a slam dunk for both Sun Life and the Celtics,” said Senior Vice President and Head of U.S. Marketing for Sun Life Priscilla Brown. “It combines the strength and stability of the Sun Life brand with one of the world’s most prestigious professional sports franchises, while providing us with a great opportunity to connect with the country’s most passionate fans, right here in our hometown of Boston.”

Sun Life Financial will also have a significant in-game presence with both courtside and Garden HDX signage, including popular in-game features such as “Random Thoughts” and “Kiss Cam.” The company will also host the Sun Life Financial Honorary Ball Kid during Celtics home games. In addition, Sun Life Financial will gain access to the Boston Celtics Sports Authority Training Facility in Waltham, MA for both regional and executive meetings.

For more information about the Celtics partnership with Sun Life Financial, visit www.celtics.com

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. Product offerings may not be available in all states and may vary depending on state laws and regulations. As of September 30, 2010, the Sun Life Financial group of companies had total assets under management of $442 billion. For more information please visit www.sunlife.com.

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 www.celtics.com.

Contacts:
Heather Walker, Boston Celtics, 617-854-8072, 617-594-4453, hwalker@celtics.com
Alexi Maravel, Sun Life Financial, 781-446-1624, alexi.maravel@sunlife.com