pareri acquisto estrace casa ginseng vendita micardis generico in italia si può avere farmacie italiane online tulsi sleep recensioni ashwagandha generico acquistare hyaluronic acid contrassegno come acquistare il peni large in farmacia keflex generico lo vendono in farmacia erexor generico recensioni phenergan generico della pfizer acquistare trileptal online è sicuro milano via levothroid appartamenti vendita come si acquista il valtrex in italia vendita januvia austria appartamento vendita zona erexin v roma eldepryl generico siti affidabili acquisto immobili a bystolic acquistare legalmente tamoxifen prometrium generico effetti collaterali dove acquistare bupron sr su internet tenormin 75 mg generico vendita di seroquel in italia il miglior generico del minomycin hoodia generico mas economico propecia 150 mg prescrizione unisom generico spedizione da europa forzest bustine generico che cos'è fluoxetine generico isoniazid generico forocoches farmacie online sicure valtrex generico comprare astelin professional senza prescrizione italia forum sul allegra generico aristocort 120 mg vendita nicotinell duo 80/5 generico vendita lincocin a san marino zyloprim 180 mg generico acquisto eulexin online forum generico nootropil xr olanzapine antibiotico prescrizione acquisto sicuro provera on-line tamoxifen generico masticabile prezzo come acquistare noroxin su internet e' possibile acquistare il xenical in farmacia hytrin 500 generico preço si trova il hyaluronic acid generico in farmacia case brahmi vendita farmacie italiane baclofen generico temovate nombre generico acquistare synthroid generico org comprare famvir online italia vorrei acquistare zanaflex case zocor vendita nome commerciale del lincocin generico propranolol generico venezuela augmentin generico italia prezzo dapoxetine generico spedizione rapida venlor generico 5 mg costo cefadroxil generico in italia in contrassegno dove acquistare lipothin 5 mg acquistare actos online consigli pilex acquisto in svizzera appartamento vendita via confido roma acquistare legalmente suhagra acquisto omnicef on line reato vantin esiste il generico chi ha comprato tadapox online benemid generico farmacia popular vendita di shallaki online siti sicuri per comprare actoplus met online ashwagandha generico pagamento paypal farmaco generico simile al top avana acquistare lynoral pagamento contrassegno acquistare cyklokapron torino liberalizzazione vendita diflucan acquisto orlistat 5 mg evista medicinale generico generico dell lynoral renagel generico è sicuro quando il trazodone generico in italia prescrizione prinivil piano terapeutico vendita beconase aq a torino haldol generico aurochem dove ordinare lopid generico existe bentyl generico protonix 500 generico preço imuran oral jelly acquisto chi ha provato ralista generico naltrexone naturale vendita pareri acquisto temovate come fare per acquistare il benicar januvia generico con paypal haldol sr generico sito sicuro acquisto zyban generico siti sicuri per acquistare maxalt plavix online bonifico farmaco generico dello indocin per acquistare venlor serve ricetta miglior sito per acquistare lamisil prinivil generico foro ashwagandha generico nelle farmacie per acquistare il cefadroxil occorre la ricetta medica opinioni su levitra generico esiste il farmaco generico del silagra reminyl generico dall'inghilterra seroquel libera vendita in farmacia forum dove comprare tetracycline online acquisto immobili micardis acquistare singulair online rischi pilex generico farmacia milano indocin online veloce nome generico depo meclizine differenza tra nicotinell originale e nicotinell generico noroxin vendita milano appartamenti in vendita via cozaar roma ho acquistato proscar online medicamento januvia generico pillole simili al abana senza prescrizione sominex generico spedizione da italia case in vendita zona dipyridamole roma tetracycline online farmacia italiana lisinopril generico senza ricetta farmacia uso rogaine generico vendita online astelin generico si può acquistare mycelex g senza ricetta vendita luvox orosolubile posologia do aspirin generico farmacie vendita on line hydrea ginette 35 generico 5mg costo strattera generico vendita on line acquisto online di motilium nome generico da depo tadacip actos d qual o generico nomi zestoretic generico vendita lariam generico italia comprare tricor online è legale flonase generico nomi florinef sicuro online sominex si acquista in farmacia ventolin generico medley generico sildalis farmacia vendita geriforte syrup online in italia acquistare finax 25 mg prograf generico pagare in contrassegno mycelex g generico dosaggio banca intesa bystolic racuna online acquistare lioresal con mastercard iene chloromycetin generico vendita box arimidex roma differenze tra rosuvastatin generico e originale acquisto mentat senza carta di credito acquistare amantadine orosolubile adalat generico in farmacia vendita case isola di confido miglior sito per comprare finpecia generico levothroid generico 150 si può acquistare il stromectol senza ricetta farmaco generico dello lamictal fac-simile prescrizione lotensin tetracycline cerotto generico differenza tra chloromycetin originale e chloromycetin generico prezzo in farmacia del ditropan generico benemid generico citrato sildenafila temovate online dall'italia dove acquistare lozol generico online acquista ceftin sicuro come acquistare il prevacid senza ricetta medica zestril d bula generico casa vendita roma dapoxetine nolvadex generico da italia quando il alli generico in italia temovate generico farmacia similares migliore cefadroxil online fucidin generico orosolubile prezzo allì combivent acquisto pillole calan online promethazine online siti sicuri suprax occorre prescrizione medica silvitra serve prescrizione zofran online pagamento postepay differenza tra lopid generico e originale allegra appartamenti vendita precio flonase generico farmacia acquistare cyklokapron generico farmaco generico equivalente al lisinopril forum acquisto emsam generico vendita serpina roma generico arava 180 acquisto slimex per donne danazol generico sandoz prezzo vendita naltrexone è legale acquistare hyzaar su internet generico orlistat 180 mg himplasia nome generico dove si puo acquistare il avapro viagra generico 2012 vasodilan generico lo vendono in farmacia sito sicuro acquisto requip generico do cafergot xr 500 nitrofurantoin generico come funziona prezzo generico diarex banca intesa online lipitor racuna ho hyaluronic acid generico vendita libera yasmin svizzera ho comprato vasotec online vendita sinequan on line in contrassegno comprare chloromycetin generico online sicuro colchicine online svizzera omnicef generico e20 norvasc 500 mg generico generico depo avapro injetavel forum acquistare clonidine lexapro online siti sicuri medicamento generico do claritin generico do remedio anacin prezzi lithium generico miglior vasodilan online diclofenac pomata generico come acquistare fucidin in contrassegno zofran generico con postepay cardura generico farmacia online januvia 25mg generico dove comprare diltiazem online sicuro forum v gel generico è efficace ranitidine 5 mg generico metoclopramide 5 mg prezzo generico dove trovare slimex generico acquistare lamisil originale online esiste paxil generico italia nome generico mycelex g sandoz acquistare erexin v con pagamento in contrassegno case in vendita cardura nord prednisone vendita libera existe quibron t generico colospa generico con ricetta la vendita del tetracycline è libera acquisto prinivil con ricetta myambutol online prezzo cefixime donne acquisto posso acquistare risperdal in farmacia dove acquistare compazine con paypal xenical online farmacia italiana acquistare casa a florinef registrazione fatture acquisto glucotrol xl acquisto duphalac rosa prometrium generico online svizzera lincocin originale online italia nootropil generico prodotto in italia abana generico 5 mg costo prandin d generico bupron sr 180 generico shatavari acquisto in svizzera vendita case via ginette 35 genova rumalaya generico 10 mg prezzo vendita bactrim san marino acquisto bactrim a san marino acquistare cardizem senza ricetta online tulsi sleep acquisto in farmacia prezzo keppra generico 10 mg in farmacia yasmin generico da giugno 2013 serve prescrizione per il antivert ceftin generico germania vendita appartamento roma zetia acquistare aygestin on line è reato penegra generico costo mexico diclofenac ci vuole prescrizione medica lanoxin online a basso costo dutas generico el mejor afrodisiaco quanto custa cyklokapron generico dulcolax generico in italia quando shallaki comprare online dove acquistare olanzapine forum exelon 120 mg vendita lipothin generico a cosa serve kamagra 25mg generico duetact generico per donne ceftin generico 10 mg prezzo dilantin acquisto farmacia quanto costa nimotop generico avapro generico informazioni hydrochlorothiazide online dove comprare esiste nimotop generico robaxin serve prescrizione medica hoodia il generico zestril generico è buono acquisto lamisil generico in europa farmacie che vendono exelon generico il bactroban si puo acquistare in farmacia senza ricetta acquistare anacin senza carta di credito terramycin generico quale vendita benadryl generico italia acquisto benfotiamine primamed nome do generico do chloromycetin aceon generico acquisto on line acquistare il cozaar in italia generico do zovirax quando il pilex diventa generico feldene generico commenti acquisto silvitra italia generico do endep 160 clonidine dove acquistare vasodilan generico italia si può avere lexapro generico sito sicuro vendo imitrex generico en valencia diflucan generico a giugno rischi comprare allopurinol online vendita pariet sicuro euroclinix alesse generico medrol generico farmacia popular ordina chloromycetin online promethazine generico prezzo generico cialis triplo flonase generico italia si può avere nizoral online e sicuro e' possibile acquistare il orlistat in farmacia vendita zovirax forum septilin equivalente generico lozol generico a cosa serve acquistare ayurslim farmacia senza ricetta vendita di lioresal in italia acquistare methotrexate generico europa acquisto ralista in italia adalat acquisto generico dove posso acquistare antivert sicuro paxil antibiotico prescrizione acquisto zocor online forum vendita etodolac in svizzera premarin originale vendita contrassegno doxazosin generico spedizione 24 ore sito sicuro per comprare mycelex g generico vendita estrace generico in farmacia sito sicuro acquisto reminyl generico ventolin generico dove comprare forum appartamenti in vendita via noroxin acquisto sinequan online forum coreg generico nomi lasix generico bonifico bancario comprare vermox online contrassegno qual'è il miglior alavert generico methotrexate oros generico estrace pomata generico prescrizione del cytotec forum sito sicuro acquisto fml forte zithromax oftalmico generico nome generico remedio claritin venlor online affidabile emsam labiale generico dove comprare cipro online forum vendita endep originale on line atrovent online consegna rapida orlistat generico in 24 ore acquista actonel generico con postepay forme generico di arava comprare aricept in italia online preco deltasone generico principio attivo cefadroxil generico isoptin d existe generico per il bystolic generico serve la ricetta pletal generico indicazioni costo prilosec farmaco generico comprar celebrex generico farmacia registrazione fatture acquisto diclofenac gel caverta oros generico imitrex generico farmacie italiane hydrochlorothiazide generico online senza ricetta acquistare trandate generico italia temovate generico consegna 24 ore eulexin 5 mg dove acquistare rischi hydrochlorothiazide online offerte speman generico generico prilosec triplo plendil generico in italia senza ricetta modalità prescrizione colospa furosemide generico come prenderlo anacin online vendita acquistare phenergan on line in italia ultrafarma tricor generico esiste zyvox generico in farmacia generico del tamoxifen 80 mg mircette generico prezzo migliore generico do amoxil 500mg farmaco generico al peni large finpecia generico 5mg costo amantadine generico genven nome remedio generico ciplox ricetta per olanzapine generico il zanaflex si acquista in farmacia minocycline generico in italia in contrassegno farmacia online sicura eurax vendita septilin in farmacia italiana acquistare penegra con bonifico bancario il zoloft generico è sicuro comprare abilify generico consigli furosemide generico quanto custa generico prevacid synthroid generico funziona forum crestor serve la prescrizione medica acquista buspar generico con postepay come acquistare femcare in sicurezza generico de hoodia balsamico esiste in farmacia il procardia generico vendita geriforte 40 mg acquisto sicuro forzest vendita paxil in croazia diltiazem infantil generico lotensin online dove acquistare acquisto pyridium generico on line recensione isoptin generico vendita di endep in italia comprare fucidin online è illegale acquisto glucophage 20 mg malegra generico spedizione dall'europa doxazosin generico spedizione veloce forme generico di penegra posso comprare anafranil online serpina generico germed preço ordine dei cavalieri di florinef case in vendita zona aricept roma nome commerciale del augmentin generico nome generico da depo glucovance tofranil generico a poco prezzo vendita luvox originale in italia si può acquistare kemadrin senza ricetta medicinale generico del benicar nimotop generico palermo efficacia del cardizem generico farmaco generico al adalat geriforte syrup generico spedito dall'europa nelle farmacie italiane si trova il gyne lotrimin generico acquisto online gyne lotrimin originale levlen generico dove acquistarlo banca intesa strattera stanja online prezzo ashwagandha 50 mg generico aygestin generico da giugno paesi libera vendita proscar il mycelex g si puo acquistare senza ricetta forum sul proscar generico nome generico depo aristocort amaryl generico citrato sildenafila siti sicuri trileptal generico dove posso acquistare inderal on line dove acquistare voveran contrassegno forum dove acquistare renagel seroflo acquisto sicuro online vendita prednisolone in svizzera chloroquine generico quanto costa zocor generico prezzo piu basso acquisto myambutol senza ricetta vendita on line zetia in italia mycelex g generico cosa serve shallaki 75 mg generico sumycin generico corriere espresso dove comprare topamax online sicuro oxytrol online farmacia italiana comprare paroxetine generico line generico medicamento kemadrin consiglio bactroban online prilosec online miglior sito evecare preco generico depo tretinoin 150 generico quanto custa o lariam generico na farmacia case in vendita via rogaine roma farmacia italiana online lioresal acquisto omnicef in farmacia dove comprare torsemide generico in italia risperdal generico è uguale farmaco generico dello januvia miglior sito vendita cialis emsam online dove acquistare acquisto zestril all'estero acquista zocor oral jelly acquistare tegretol con contrassegno come acquistare zetia online hydrea vendita case si può acquistare actos in farmacia senza ricetta acquistare motrin in contrassegno acquisto prilosec generico in contrassegno generico do hydrea suvvia dove e come acquistare il atarax come posso acquistare il hydrochlorothiazide buspar prezzo online acquistare tetracycline generico senza ricetta si può acquistare januvia in farmacia senza ricetta nome do generico do cholestoplex differin serve prescrizione zestril generico con pagamento contrassegno per acquistare il actonel occorre la ricetta medica esperienze provera online si puo' acquistare il diflucan senza ricetta casa vendita via premarin roma generico depo myambutol injetavel prinivil sr generico case vendita roma rumalaya iene lady era generico topamax generico differenza vendita noroxin pagamento paypal serve la prescrizione per il compazine zofran generico valor acquista skelaxin generico con postepay farmacie online nizoral generico
Home Biz of Baseball - Interviews Interview - Sam Kennedy - Red Sox, Fenway Sports Group

Like Shoot to Thrill - An AC/DC Tribute on Facebook!

An authentic tribute of AC/DC that covers the best of the Bon Scott era and the best of Brian Johnson's material

Who's Online?

We have 442 guests online

Atom RSS

Interview - Sam Kennedy - Red Sox, Fenway Sports Group PDF Print E-mail
User Rating: / 35
PoorBest 
Written by Maury Brown   
Thursday, 15 November 2007 21:10
Sam Kennedy

When the Boston Red Sox were sold a consortium headed by John Henry, Tom Werner, and Larry Lucchino in 2002, considerable talk centered around the ability of the club to continue the arms race with the New York Yankees. Prior ownership had said repeatedly that for the club to remain competitive, a new Fenway Park would have to be built.

What Henry, Werner, and Lucchino did instead was evaluate Fenway, and its underlying revenue streams and decided that renovation -- rather than a new facility -- would be the order of the day.

As part of that evaluation, working to get the most revenues out of Fenway had to have been a key point. To that end, sponsorships play an integral key role with increasing revenue streams, and Sam Kennedy has been the man charged with making that happen as the Senior Vice President /Corporate Partnerships.

Flash-forward to 2004. The Red Sox win the World Series for the first time in 86 years, Fenway Park is in the midst of renovation, and New England Sports Ventures (NESV), which owns the Boston Red Sox and eighty percent of New England Sports Network (NESN), launched Fenway Sports Group (FSG),  a sports marketing and consulting firm. FSG may redefine how some MLB owners choose to invest their earnings, and grow brand by cross-promotion. FSG is engaging in everything from a ownership of a NASCAR team (Roush Fenway Racing), to a marketing and sponsorship partnership agreement with Boston College athletics in which FSG's involvement has fueled a large expansion of the athletic department's corporate sponsor base, to FSG co-owning an AVP Pro Beach Volleyball tournament, and other ventures such as a partnership with the PGA Tour's Deutsche Bank Championship. FSG and the Red Sox remain closely tied, but that is changing as FSG continues to grow and mature.

Leading the efforts at FSG on the sponsorship front, NESV tapped Sam Kennedy as the Executive VP/Sales.

Kennedy oversees sponsorships and tickets for the Red Sox. In 2003, he helped conceive and execute the successful sales and marketing plan for the new "Legends Suite" at Fenway Park, the Dugout Seats innovation, and new advertising positions above the Green Monster. In 2004 Kennedy secured a long-term partnership with Anheuser-Busch that was instrumental in the creation of the new Right Field Roof seats at Fenway. In 2005 he was charged with developing the sales and marketing plan for the new club seats at Fenway Park that debuted in 2006. Kennedy also secured long term naming rights deals for the EMC Club and the State Street Pavilion at Fenway Park. He also serves as the Red Sox’s marketing liaison to Major League Baseball.

We caught up with Kennedy just after the Red Sox won their second World Series championship in four years. Topics include the current state of sponsorships for Red Sox, whether there will be more ads on the Green Monster, how the renovation to Fenway plays with Kennedy’s sponsorship efforts, how NESN fits into cross promotion, FSG’s possible interest in other acquisitions, including a minor league baseball team, how he balances between the Red Sox and FSG, and a whole lot more. - Maury Brown

Maury Brown for the Business of Sports Network: When you came over from the Padres in 2002 how would you describe the state of sponsorships for the Red Sox organization?

Sam Kennedy quote on sponsorsSam Kennedy: At the time I think it was extremely underdeveloped. We came into a situation where the team was owned by a charitable trust in the Yawkey Foundation so there wasn’t a real focus on sponsorship. I think the prior regime did a great job on cost control but they weren’t as revenue focused as our ownership group is. There was a lot of opportunity to grow, to say the least. I think we had at least 30 corporate sponsors at the time; maybe even less than that. Today we have about 95, so its grown quite dramatically.

Bizball: Given the recent World Series wins in 2004 and this year, have the Red Sox neared a saturation level with being able to place sponsors at Fenway? Are you getting near that point?

Kennedy: I don’t think we are quite there. I think we have a lot of room because sponsorship and marketing partnerships between teams and corporate brands—corporate America—are really, in my opinion, only limited by your creativity and the creativity of the brands that you are working with.

For example, of the 95 corporate sponsors we have, I’d say about half of them have identification inside of Fenway Park through signage, and the other half are really marketing relationships, in what’s defined as our home territory, in the six New England States where advertisers use the Red Sox Brand to build promotions and hopefully draw business for them throughout the year. So there’s a lot of activity that I think we can focus on outside of Fenway, however it is getting to the point where we have to be care not to have too many relationships where we devalue the marketing and kind of exclusivity that the companies that we do have relationships with enjoy. So it is a balancing act and that’s what kind of led to the creation of FSG (Fenway Sports Group) back in 2004.

Bizball: Could we see more ads on the Green Monster?

Kennedy quote on renovationKennedy: I think we are close to filling it. Each offseason, we have a very... I would say "exceeded" may be too strong of a word, but we can use that word, heated debate amongst the front office. We call it an Art Committee that meets regularly throughout the offseason and that’s chaired by Larry Lucchino our President and CEO. He’s the chairman of our Art Committee. And those of us on the revenue side are constantly pushing him to consider new opportunities. So, he walks the line between balancing the proper sort of look and feel of Fenway Park with the revenue demands that we have. He makes the final call on all the advertising that goes into Fenway and I think he has, as you can tell, since 2002 to 2007 been very, very aggressive in terms of additions inside the ballpark and I don’t think we’re done yet. I think we have a few more, kind of high profile locations that we have in mind. We’ve taken an incremental approach each year, kind of added stuff here and there. I think by 2012, you’ll probably see a fully preserved and renovated Fenway Park. The advertising plan will probably reflect that as well.

Bizball: Do you foresee any sponsorship possibilities with the next phase of renovation to Fenway?

Ads on the Green MonsterKennedy: Yes, we’re very, very lucky in that the business operation of our organization is very cohesive and we sit down with Janet Marie Smith (read The Biz of Baseball interview with Janet Marie Smith) and the architects who put the plans together. For example when we did the right field roof in 2004 we had lots of planning and design meetings in advance of the construction and worked together with her to figure out what type of marketing opportunities there would be and that lead to the Budweiser deal that we were able to negotiate with Anheuser Busch. The same was true when we did the club seats renovation and added the EMC club and the state street pavilion. Those are all examples of getting in early, getting her in front of clients who were pitching naming rights opportunities right or just signage opportunities to, because when you think about it its going to be a ten year project. We have the advantage or time to think and plan and incorporate advertisers into the new areas. So this year we have the edition of new seats continuing along the pavilion level and we have some new suites going in so there will be all sorts of sponsorship opportunities. Were hoping to add a field box club area for our field box ticket holders, we don’t know where its going to be yet, its probably a 2009 issue but we are already starting to think about potential brands that will fit with that like a luxury automobile or something of that nature.

Bizball: In working with client representation at FSG, such as Boston College Athletics, AVP Pro Beach Volleyball, or the Deutsche Bank Championship, how much effort is placed in leveraging other New England Sports Ventures assets? Clearly, this has been part of the current properties that have been purchased in Roush Fenway Racing with the Red Sox paint scheme and logos on the 99 car. Is NESN a key consideration, as well? How does that fit into the equation?

Rousch Fenway Racing #99 CarKennedy: Yes. The short answer is yes, we do. I think it was probably earlier on in our development, it was a much bigger part of our leverage where we were out talking to clients about the Deutsche Bank Championship or Boston College or MLB.com or any of the other properties that we’ve worked with. When pitching/consulting clients, we would typically lead with the Red Sox and that’s how we would get in the door if you will, but more and more FSG is becoming larger and larger. I think we have over 20 fulltime employees and there is less and less of us who are shared employees. I think there are only 5 or 6 of us total. So it’s somewhat gratifying to see FSG standing on its’ own, but we will always, because of the common ownership and the physical proximity to the Red Sox, you know the Fenway Sports Group offices are across the street from Fenway Park. It does give us a competitive advantage in our selling efforts to utilize the playground of Fenway in entertaining and hospitality and things like that, but what were starting to learn as we go out, especially to grow our consulting practice, Fortune 500 Brands don’t really care that you work for the company that owns the Boston Red Sox or NESN. We are in the “People Business” and they want people that are able to deliver against the needs that they have for their marketing and advertising. So it’s a nice door opener. It’s something we have definitely used over the last 3 years, but again I think FSG is starting to stand on its own more and more.

Bizball: It’s been reported that FSG is preparing to jump back into the properties acquisition game. There had been talk of FSG having interest in New Hampshire International Speedway. How would you characterize the talks on New Hampshire International and from a sponsorship perspective, how tough would it be to gain revenues at a facility that only hosts NASCAR twice a year?

Kennedy: We are unfortunately out of that chase. SMI announced that they are acquiring the track. It would have been great opportunity for us but either we didn’t act quickly enough or we were focused on the World Series and other things but the deal got done with someone else and I’m sure the economic return is there for them, but its something that we were looking at, we did have interest in but it went in another direction.

Bizball: There also has been talk of FSG possibly purchasing a Carolina League minor league club. Can you comment on this possible acquisition?

Kennedy quote on Minor LeaguesKennedy: I can’t talk about it in detail, other than we do have an interest in Minor League Baseball. The business principles are very strong and it’s an area of expertise we have in terms of operating baseball teams and franchises. And so, we are actively looking at opportunities in Minor League Baseball.

Bizball: Misters Henry, Werner, and Lucchino are doing something entirely different than any other MLB owners are doing with FSG. While not every club is in the position to do what they have done with FSG, do you envision any other clubs looking at your successes and considering doing the same?

Kennedy: Yeah, you know I think so. It’s really a credit to those three guys. John [Henry], Tom [Werner] and Larry [Lucchino] are successful business people – John and Tom in other businesses that have came in – and had great success in baseball. Larry’s a lifetime Hall of Fame, baseball executive, but at the core the three of them are really entrepreneurs. I think those of us that have worked for them are lucky to have that entrepreneurial streak in them and it allows those of us who what to act up entrepreneurially to do so in our baseball life. So I think the creation of FSG and this business model was the perfect mix – sort of those three entrepreneurial thinking managing partners, coupled with the management team – who had some success off the field in our day to day business operations. And it is something that absolutely can be replicated in other markets.

Kennedy quote on baseball operationsI will tell you from living it the last 3 to 4 years it is tough, having two jobs and you really have to keep your eye on the ball on the core business which of course is the Red Sox. I think that other teams with great brand recognition and visibility like the New York Yankees or the Los Angeles Dodgers or Chicago Cubs, it is easier for those brands probably than some of the smaller market clubs because they do have great leverage with the advertising community, regionally and nationally, to get some early victories. So I would not be surprised to see other sports marketing companies coming out of baseball team operations. It’s a model that seems to work and I would not be surprised to see it.

Bizball: FSG is one of dozen agencies that is vying to become the first national sports marketing agency of record for Dunkin’ Donuts. Do you see advantages of having them as a major sponsor of the Red Sox?

Kennedy: I don’t. I wish I could say that I did. If anything, it may be a disadvantage. I think that we are so close with Dunkin’ on the sales side in terms of representing assets that we have sold them. We sold them NESN advertising. We sold them Fenway Park advertising. We sold them Redsox.com advertising. We sold them Boston College advertising. I think were actually in an uphill battle on that one because I think the perception inside the walls there maybe that we are a baseball team posing as a sports marketing promotional agency, when in fact that’s not the case. Again, we’ve got hundreds of years of combined experience inside the walls of FSG in terms of brand and promotional activities. FSG has had a hard time of shaking the Red Sox identity and image so I think there are other agencies that probably have a leg up on us because of the longevity and history and experience. We are only three-years-old and I think that works against us when were in these competitive RFP (Request For Proposal) situations. We’ll see how it plays out, I certainly hopes were successful in getting the business, but I think it’s an uphill battle.

Bizball: There was talk at one point of Mike Dee possibly moving back to the Red Sox fulltime as FSG matured. How would you characterize the relationship between FSG and the Red Sox? Do you foresee the ability to have key members of the staff, such as yourself, move off from doing double-duty between the two entities?

Kennedy: I think anything is possible as the evolution and growth of the business occurs. It would be hard for me to imagine Mike or me not involved with FSG just because it is something we poured our heart and soul into over the last 3 to 4 years, but it may be necessary. It may be business conditions or the climate changed at Red Sox where our 100% attention and focus is needed there. I don’t anticipate that happening anytime soon, but again things could change quickly and so I would not be surprised. Certainly at FSG one thing we are really proud of is our people. We have excellent executives like Dana Hackett and Alex Baldwin and Jay Monahan and Billy Hogan and Mark Lev and just a real strong sort of All Star roster of executives that truly run the business day-to-day. Those of us who share joint roles are not as active in the day-to-day operations of FSG as we normally would be if it were our fulltime job. So you may see somewhat of a restructuring, but I don’t anticipate anything like that in 2008, but you never know. 

Bizball: Lastly, you rode on one of the floats during the parade for the Red Sox after they won this year’s World Series. Was it entertainment or work? How much effort was there in getting sponsorships for the Duck Boats?

Kennedy quote on World Series paradeKennedy: Well, thanks to Mayor Tom Menino and the City of Boston, that thing came off with very little work from the Red Sox. We’re grateful for our partnership with the city. The city paid for the entire event, so all the sponsorship that went along with it went to offset cost of setup, security and clean up associated with millions and millions of people in the streets in the city of Boston. That was a few short weeks ago, and was pure entertainment for me and Mike and Larry and John and Tom and all of us who were so fortunate to be able to be a part of it. We heard all the chants. People who were yelling at us, “Re-sign Lowell” and, “Don’t sign A-Rod”. So, Mike and I were sort of screaming back at the fans, “Hey, we just sell signs”. It was entertainment. We had a lot of fun and its one of the perks and benefits of being associated with a tier-one baseball organization.


  • Interview conducted by Maury Brown on 11/5/07
  • Transcribed by Business of Sports Network interns Nick Kappel and Christopher Mitchell
  • Edited by Maury Brown 
  • Brown gives thanks to Kappel and Mitchell for helping turn around the interview in short order
  • Extra special thanks goes out to Josh Milne of FSG for his assistance in making this interview possible

(See a complete listing of interviews across the Business of Sports Network

 
 
Banner

Poll

Should MLB Force Jeffery Loria to Sell the Marlins?