6 days ago
Move over, Patriots: Gillette Stadium's groundskeepers are getting their own sponsorship
'They are our athletes,' said Eric Girouard, Brunt's CEO and founder, of the stadium's field crew. 'They're the people that we get excited about behind the scenes, that maybe don't get noticed, don't get recognized, but part of what we're excited about this year is we're going to start putting those guys on a pedestal and seeing where we can take it.'
The Gillette field crew is responsible for maintenance and upkeep at the Foxborough stadium and other training facilities,
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'We want them to choose what they need to be safe and comfortable,' said Girouard.
Girouard launched Brunt in 2020 with the aim of offering an alternative to legacy workwear brands — one eager to jump on new apparel tech and digital-savvy marketing. When Brunt began talks with the Kraft Group and the Patriots, Girouard said, he wanted to make sure that the company's buy-in meant more than just another name emblazoned below the jumbo-tron.
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'How do we be authentic? How do we tie it back to what we know and what we believe in?' said Girouard. 'Let's focus on the field crew, the people that actually get the field in condition and keep it in condition.'
Girouard declined to share the financial terms of the sponsorship. Brunt, which has just under 100 employees, has raised more than $44 million, according to
Besides giving the field crew a new wardrobe, the sponsorship will also include three tailgate events hosted by Brunt at home games through the end of the year. Girouard also said he plans to spotlight the groundskeepers on Brunt's social media platforms.
'We love that Brunt Workwear is a New England-based company, and from the first meeting with their team, felt that it would be a good fit,' said a Gillette Stadium spokesperson in a statement. 'The field crew had the opportunity to try out several products and was impressed with the quality and comfort of the whole line.'
Though the deal covers only the upcoming season to see how it pans out, Girouard said, he hopes the partnership will continue.
'The goal is, we want to do this for multiple years, if not in perpetuity,' he said.
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