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Fenway Sports Group Enters Partnership with Athletes' Performance PDF Print E-mail
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Sponsorships, Promotions
Written by Maury Brown   
Monday, 28 September 2009 17:34

Fenway Sports GroupFenway Sports Group (FSG), today announced that it has entered into a strategic partnership with Athletes' Performance to become its exclusive sponsorship sales agency.

Athletes' Performance offers fully integrated training, nutrition, and performance physical therapy. Athletes' Performance uses the systems, specialists, and facilities to efficiently and train athletes, including nine first round draft picks in the 2009 NFL Draft and eight of this year's Major League Baseball All Stars.

FSG announced that they will work with Athletes' Performance to maximize its existing portfolio of sponsorship assets and cultivate and secure new corporate partnerships that leverage all of Athletes' Performance brand platforms, including CorePerformance.com, which provides training programs and content from the leading experts in sport, and Core Performance Centers, personalized training facilities for consumers.

Financial terms of the arrangement between Athletes Performance and FSG were not disclosed.

"We're thrilled to partner with Athletes' Performance," said Fenway Sports Group President Sam Kennedy. "They are the clear industry leader and their impressive client roster includes some of the world's most talented and successful athletes. We're excited to speak with prospective corporate partners about how they can work with Athletes' Performance to help build their brand while gaining mindshare within a highly coveted market segment."

FSG will be tasked with selling integrated corporate marketing partnerships and leveraging their extensive network of clients to introduce the High Performance Workplace Program, an integrated solution to corporate wellness that can help companies improve performance, reduced healthcare costs, and improve the overall health of their employees. Athletes' Performance is currently working with a number of top-tier companies to implement corporate wellness initiatives. FSG will work on expanding the High Performance Workplace Program with new companies, offering an intelligent, integrated solution built upon the Core Performance Prescription Engine.

"We couldn't be happier to work with Fenway Sports Group to help grow our corporate partner base," said Athletes' Performance CEO Bill Allard. "FSG is a proven leader in the sports marketing industry, and their list of corporate contacts is unparalleled. We're confident that their sports marketing experience, knowledge and strategic thinking will be a major asset for us.

Athletes' Performance and Core Performance partnerships include adidas, EAS, Gatorade, Power Plate, Keiser, Sheraton, and GoFit, all of which are long-standing relationships that help deliver world-class training with world-class products to clients.

"adidas is proud to be a long-time partner of Athletes' Performance and Core Performance," said Eric Liedtke, SVP, Global Brand Marketing. "Our companies share a passion for sport and innovation, and that passion translates into performance credibility at the highest level, proving a great opportunity for us to showcase leading adidas products to our core audiences in a truly compelling and authentic manner."

FSG's property representation division executes sponsorship sales programs for the agency's tier-one clients, including the Boston Red Sox, Roush Fenway Racing, Major League Baseball Advanced Media, Professional Bull Riders, Inc., Boston College Athletics, the Deutsche Bank Championship and the Volvo Ocean Race. FSG's consulting clients include Verizon Wireless and Dunkin' Donuts.

"Athletes' Performance is one of the most recognizable and well-respected brands in all of professional sports," said Boston Red Sox Vice President of Player Personnel Ben Cherington. "Their elite training facilities have helped boost performance for some of the world's best athletes including a few of our key players, such as Dustin Pedroia and Kevin Youkilis. We are pleased to have a sister company of the Red Sox associated with such a winning organization."

Source: Fenway Sports Group


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