Amica Launches Fresh Ad Campaign Featuring Jayson Tatum and the Boston Celtics

October 20, 2026 - 17:15

Amica Mutual Insurance has unveiled a new advertising campaign built around Boston Celtics star Jayson Tatum, deepening the company's ties to one of the NBA's most recognizable franchises. The announcement highlights a partnership that pairs the insurer's customer-focused approach with the All-Star forward's disciplined work ethic.

"Thoughtful preparation is at the heart of what Jayson brings to the game and what Amica brings to our customers every day," notes the release.

The campaign is expected to spotlight the parallels between athletic preparation and the careful planning that goes into protecting a home, a car, or a family's financial future. By aligning its brand with Tatum, Amica aims to reach a broad audience of sports fans while reinforcing a message of reliability and attention to detail.

Tatum, a perennial All-NBA selection and one of the league's brightest young stars, has become a central figure in Boston sports. His partnership with the Celtics organization gives Amica a natural connection to the team's passionate regional fan base and to national viewers who follow the league closely.

Executives behind the effort describe it as a long-term investment in brand visibility rather than a short seasonal push. The company plans to roll out the campaign across television, digital platforms, and in-arena placements tied to Celtics games, with additional creative expected to follow as the season progresses.

The collaboration arrives as insurers increasingly compete for attention through sports sponsorships, and Amica's pairing with Tatum signals its intent to stand out in a crowded market.