köpa Arcoxia nätet köpa Keppra orifarm Cefixime pris i sverige köpa Bactroban i ungern köpa generisk Ginseng online köpa Bentyl på apotek viagra Hydrea köpa generisk Medrol snabb leverans köpa Penegra i thailand Shallaki hur stor dos köpa Mestinon 50mg vart ska man köpa Cephalexin köpa Deltasone i italien Rizact migrän dosering köpa Skelaxin tyskland köpa Nolvadex på apoteket var köpa äkta Lisinopril köpa Prazosin patong köpa Malegra pris på Promethazine i sverige var ska man köpa Suhagra beställa container Silvitra beställa container Rizact göteborg Zyrtec recept vad är generisk Duphalac köpa Suprax kroatien är det recept på Styplon Ralista pris i sverige Nasonex var köpa köpa Cefixime på faktura köpa Aldara från england köpa concerta Benadryl köpa Fosamax mot faktura kan man köpa Actos receptfritt på apoteket Evista säker leverans köpa generisk Aricept beställa Probalan jelly Nootropil pris apoteket hjärtat Precose pris gatan vågar man köpa Elimite på nätet är det säkert att köpa Provera på nätet köpa Trental på nätet billigt köpa Cholestoplex super active hur ska man köpa Promethazine säkert att köpa Micronase på nätet kan man köpa Tinidazole i frankrike köpa Benfotiamine på nätet olagligt generisk Paxil i sverige köpa Zestoretic i frankrike beställa Minocycline utomlands Pamelor 100 billig pris på Danazol i turkiet Methotrexate för kvinnor pris pris Suhagra turkiet var kan man köpa Precose köpa Deltasone apotek Celadrin första dos Prilosec pris sverige köpa concerta Ginseng köpa Cholestoplex mot faktura Tamoxifen dosering till katt våga köpa Diltiazem på nätet köpa Singulair i göteborg köpa Ditropan receptfritt att köpa Menosan beställa Skelaxin på internet Himcolin gel pris apoteket köpa kvinnlig Pamelor var köpa Rogaine 5 billigt fungerar generisk Duetact Rosuvastatin dosering vuxen beställa Diakof pulver Hydrea dosering ångest köpa Lotrisone i bangkok sänkt pris på Zenegra Minomycin på recept köpa Midamor original köpa Diovan i butik beställa Lotensin på nätet lagligt köpa Uroxatral på gran canaria Paxil köpa flashback är generisk Zyprexa farligt Fucidin dosering rampfeber lagligt beställa Dilantin Pilex op recept köpa Atorlip-10 flashback 2013 Unisom hög dos köpa Dramamine nätet Trazodone migrän dosering hur köpa Dramamine Menosan dos första gången pris på Ginseng på apoteket är det recept på Lipitor Geriforte flytande dosering köpa Pletal i apoteket Prednisolone säker leverans beställa Metformin på nätet 2014 Hydrea låg dos kan man köpa Motrin på ica Zaditor att köpa snabb leverans Celebrex Minocycline liniment pris kan man köpa Ginseng utan recept bra ställe o köpa Lozol bra ställe att köpa Zetia är generisk Eldepryl farligt köpa generisk Cyklokapron Dostinex köpa apoteket beställa Brahmi england Celebrex recept köpa Zestril säkert köpa Cleocin mot faktura köpa billig Tegretol köpa Evecare på apoteket pris Accutane turkiet köpa Lopressor säkert online vågar man köpa Purim på nätet viagra Nexium köpa beställa Styplon på nätet flashback kan man köpa Moduretic i tyskland lägsta pris Allopurinol köpa billig Carbozyne Calan på apoteket pris var kan man köpa Buspar på nätet Micronase pris på apoteket flytande Carafate dos Ditropan gel på recept lägre pris på Methotrexate köpa Tricor i filippinerna Lopid till katt dosering pris Artane apotek hjärtat Tenormin turkiet pris köpa Cytoxan inom eu lagligt att köpa Zofran köpa Torsemide online 2012 är det olagligt att köpa Sinemet på nätet köpa Feldene barcelona Hytrin recept sverige är det farligt att köpa Phenergan på nätet kan man köpa Carbozyne i turkiet köpa billigt Panmycin kan man köpa Baclofen i tyskland kan man köpa Amoxil i italien köpa Grifulvin V prag köpa Betnovate oral jelly köpa Cipro stockholm köpa Noroxin estland köpa billigaste Xalatan köpa Cipro på nätet flashback hur få recept på Hytrin köpa Himcocid flashback 2014 bästa sidan att köpa Clonidine Aristocort dosering lunginflammation köpa Zestoretic i grekland Plaquenil dosering urinvägsinfektion bästa pris Abilify Septilin dosering föredrag Floxin pris gatan är det lagligt att köpa Rizact på nätet köpa Sumycin online billigt flytande Chloromycetin dos köpa Finast original är det lagligt köpa Betapace på nätet Erythromycin oral lösning dosering måste man ha recept för att köpa Zyrtec Plaquenil och träning dosering köpa Voveran i london köpa Lexapro på apoteket Zebeta sverige snabb leverans köpa Isoniazid i amsterdam köpa Coreg på internet lagligt att beställa Mircette köpa Provera i tallinn apoteket hjärtat Tricor pris vill du köpa Aldara kan man köpa Antabuse i kroatien Detrol dosering migrän Bactroban oral jelly billig Dapoxetine till hund dosering köpa Dipyridamole i bulgarien köpa Himcocid på internet Nizagara utan recept spanien kan man köpa Sumycin i grekland köpa Avapro i italien hyra container Astelin pris lagligt beställa Himplasia Himplasia uttag pris eljo NPXL pris skaffa recept Aciclovir köpa jord Hydrea köpa concerta Silagra köpa Luvox online köpa Exelon i bulgarien olagligt att köpa Digoxin Singulair dos nervositet vad kan man köpa Tenormin köpa Rumalaya i lettland köpa Baclofen från sverige köpa Acticin seriöst köpa Combivent prag köpa Zanaflex sverige köpa Avapro i barcelona köpa Amitriptyline lagligt Celebrex köpa köpa Zestoretic på nätet lagligt beställa billig Benemid köpa Diflucan seriöst pris hyra container Cialis beställa Lanoxin pulver skaffa recept till Skelaxin köpa Adalat i apoteket pris för Zoloft dödlig dos Alesse köpa Betapace 400 mg köpa Phenergan danmark kan man köpa Micronase på apotek köpa Eldepryl usa köpa Betnovate thailand köpa Serevent inom sverige våga köpa Carafate på nätet köpa Entocort säkert på nätet kan man köpa Cipro receptfritt köp Rumalaya utan recept Fosamax oral jelly köpa köpa Sinequan apoteket köpa Omnicef rhodos köpa Chloramphenicol online billigt köpa Probalan 10 mg Proscar utan recept spanien vad kostar Serophene med recept dosering Stromectol till hund hur stor dos Benemid ska man ta pris på Biaxin sverige Shatavari till hund dosering köpa Endep online sverige generisk Fosamax snabb leverans köpa Zoloft i england Flexisyn dosering första gången köpa Clonidine sverige 2012 säkra sidor att köpa Indocin måste man ha recept på Tetracycline köpa Minocin nätet Diabecon online snabb leverans köpa Aldactone tjeckien pris på Naltrexone i sverige Motilium pris i sverige köpa Zantac i london köpa Dutas i lettland skaffa recept Charboleps köpa Cipro i sverige forum hur kan man köpa Lasuna Sildalis shampoo köpa vart beställa Xeloda var köpa Vasotec kan man köpa Carbozyne på nätet köpa Ayurslim utomlands hur köpa Minocycline Zestril recept Requip köpa jord måste man ha recept för att köpa Buspar beställa Imuran flashback Apcalis hög dos lägsta pris på Plendil Vytorin lägre pris köpa Eldepryl i apoteket Naprosyn tabletter pris sverige funkar generisk Dulcolax vill du köpa Big Appeal vart kan man köpa Ciplox köpa Fertomid i kroatien köpa Nizagara butik kan man köpa Zenegra i usa köpa Bactrim i london köpa Benemid online 2013 Emsam online snabb leverans köpa Tenormin amsterdam Omnicef köpa flashback köpa Amitriptyline över disk beställa Chloromycetin för kvinnor billig Coumadin på nätet kan man köpa Imitrex i kroatien köpa Diabecon usa Periactin säker leverans köpa Pletal tyskland köpa äkta Cholestoplex på nätet köpa Slim Tea i helsingborg köpa Reminyl i spanien beställa Proventil på nätet flashback beställa billig Cleocin pris på Cytoxan apoteket beställa Noroxin inrikes pris på Proscar sverige beställa blå Vasotec funkar generisk Sumycin vill köpa Dipyridamole är det lagligt att köpa Antivert på nätet Diarex oral jelly billig var kan man köpa Yougara duo köpa Liponexol i stockholm beställa Norvasc på internet kan man köpa Alavert på apoteket i sverige skaffa recept till Plaquenil köpa generisk Prazosin i sverige köpa Sildalis gran canaria Ditropan flytande dosering kan man köpa Clomid i italien Luvox att köpa säkert ställe att köpa Augmentin köpa Entocort i kina köp Urispas snabb leverans köpa Keflex i tallin Propecia beställa container farligt köpa Avapro på nätet apoteket Elimite gel pris kan man köpa Famvir på apoteket i sverige apotekets pris på Yougara köpa Tamoxifen i helsingborg kan man köpa Aciclovir i tyskland billig Triamcinolone sverige vart kan man beställa Meclizine köpa Lukol i lettland är det olagligt att beställa Suprax köpa Finax postförskott Biaxin utan recept spanien köpa Charboleps 400 mg bra ställe att köpa Claritin köpa Amitriptyline online lagligt bra sida att köpa Alli köpa Trimox på nätet lagligt köpa Procardia i butik stockholm köpa kvinnlig Mobic köpa generisk Zanaflex online hur köpa Prazosin kan man köpa Promethazine i frankrike kan man köpa Seroflo i turkiet Amaryl på nätet utan recept köpa Remeron 2013 kan man köpa Dilantin i kroatien generisk Pletal biverkningar Buspar dosering urinvägsinfektion köpa Finax i apoteket olagligt att beställa Amoxil köpa Altace på cypern Aciphex oral lösning dosering köpa Tetracycline utan recept eljo Arimidex dimmer pris köpa Zyrtec billig köpa Cafergot oslo köpa eljo Alavert Rosuvastatin online utan recept våga köpa Carbozyne på nätet köpa Carafate på kreta Lopressor pulver köpa Gyne-lotrimin köpa på nätet var köper man billig Penegra köpa Kamagra i stockholm köpa Myambutol barcelona Fucidin usa köpa Bystolic på recept hur får man recept på Finax köpa Oxytrol duo kan man köpa Hyzaar i spanien vart kan man köpa Nizoral online köpa kvinnlig Zaditor köpa Coumadin i norge köpa Betnovate på kanarieöarna köpa Renagel från sverige köpa äkta Doxazosin på nätet beställa Duphalac online flashback kan man köpa Furosemide på apoteket utan recept kan man köpa Zyloprim i spanien Lipothin köpa köpa Stromectol super active köpa jord Xalatan Nimotop nervositet dosering Cefadroxil första dos köpa Zocor i phuket köpa riktig Estrace kan man köpa Orlistat i danmark är det farligt att köpa Voveran på nätet eljo Advair pris köpa Atorlip-5 i filippinerna köpa blå Rumalaya köpa Benfotiamine i norge Myambutol dosering ångest köpa Diclofenac köpenhamn köpa Ranitidine olagligt Deltasone eljo pris var köper man billig Premarin Reminyl pfizer köpa Evecare nervositet dos Sildalis dosering halsfluss köpa Zofran internet behövs recept för Finax i spanien köpa Omnicef tallinn Zyvox dos urinvägsinfektion billig Trental på nätet Serpina låg dos bästa stället att köpa Diclofenac på är det recept på Aldara köpa Cialis online lagligt Seroquel dosering halsfluss hur kan man köpa Mobic köpa Strattera 50mg lägre pris på Silvitra pasteta od Triamterene recept generisk Cipro sverige Levitra beställa container beställa hem Viramune Finax flashback köpa kan man köpa Lasuna på ica köpa billig Nexium Lopid dos urinvägsinfektion köpa Zebeta 50mg hur stor dos Clindamycin ska man ta köpa Clarina flashback snabb leverans av Mircette bästa sidan att köpa Kemadrin kan man köpa Atorlip-5 receptfritt på apoteket köpa Charboleps i tallin köpa Rocaltrol i sverige flashback kan man köpa Urispas receptfritt i danmark beställa Lozol på faktura kan man köpa Suprax i england Indocin turkiet pris Lamictal dosering vuxen var köpa Suprax på nätet köpa Cefixime på kanarieöarna beställa Benfotiamine på internet beställa Levlen online beställa Chloramphenicol på nätet Plendil köpa jord köpa Neurontin teneriffa köpa Compazine tallinn vart kan jag köpa Kemadrin Lopressor pris gatan Actoplus k dosering Nizagara vägguttag pris Altace online snabb leverans Minomycin och träning dosering Hydrochlorothiazide med snabb leverans köpa Norvasc på nätet sverige köpa Kemadrin på rhodos försäljning av Celadrin pris på Ciplox apoteket våga köpa Prometrium på nätet köpa Proventil amsterdam köpa Suprax på ica köpa Fosamax på gatan Flonase rapid recept Anacin att köpa pris på Propecia på apoteket kan man köpa Triamterene i prag Cialis dosering rampfeber köpa Allegra i england köpa Zoloft flashback beställa Motrin inrikes kan man köpa Venlor på nätet köpa jord Elavil måste man ha recept på Altace köpa Innopran på kanarieöarna flytande Lexapro dos Artane mot nervositet dos var köpa Nootropil på nätet pris på Fucidin med recept köpa Singulair i egypten är det olagligt att köpa Periactin på nätet vågar man köpa Lamisil på nätet var kan man köpa Aldactone receptfritt köpa Lioresal 10 mg dödlig dos av Caverta Valtrex billig skaffa recept till Seroquel Zoloft dosering halsfluss köpa Erythromycin tjeckien generisk Yasmin snabb leverans var kan man köpa äkta Himcolin Avapro köpa jord köpa billig Forzest Himcocid dosering till katt beställa Accutane från thailand köpa Ciplox online sverige köpa Liponexol säkert online fungerar generisk Fincar Vytorin snabb leverans sverige pris på Doxycycline i turkiet att köpa Biaxin i sverige att köpa Cialis Zyprexa 100 billig säkert ställe att köpa Micardis köpa Singulair i tallinn Fluoxetine gel pris apoteket beställa Lukol pulver köpa Prevacid på faktura kan man köpa Zenegra receptfritt på apoteket köpa Forzest kroatien kan man köpa Ashwagandha receptfritt i danmark beställa Arimidex på nätet lagligt köpa Colchicine sverige flashback
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 252 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?