free credit score ratings secured credit cards canada capital one equifax credit score range explained online free credit counseling certificate dispute credit report online win pay my chase credit cards online chase prepaid card customer service american express credit card india customer care email id chase credit cards home page cardmember services post office credit card balance transfer to current account dispute transunion credit report chase credit card application phone number globe prepaid cards wholesale price good fico credit score range free transunion credit report and score grand chase prepaid card code generator my annual free credit report from government shell credit card application online credit report government free website annualcreditreport free credit report experian uk equifax free credit report and score free credit report band tabs bank of america credit card rewards center free credit check online transunion hsbc credit card interest rate hong kong shell credit card login user gm hsbc credit card walmart prepaid card review check status of shell credit card application fair credit score range compare credit cards balance transfer fee interest free credit cards uk get transunion credit report denied credit united states government free credit check what is an average credit score 2012 credit card debt advice best way dispute credit report errors fix trw credit report free get free transunion credit report denied credit chase student credit cards with no credit instant free credit report uk all access visa prepaid card login visa prepaid credit cards free credit card calculator interest rate sears credit card services credit score chart 2012 chase credit card account access credit card debt statistics college students walmart credit card services 1-800 secured credit cards to rebuild credit chase prepaid credit cards explained prepaid credit cards online purchases texaco shell credit card payment bad credit credit cards capital one sample letter to dispute credit report errors american express credit card services canada bank of america credit card rewards points 0 percent credit cards balance transfer pay walmart credit card online chase credit cards payment phone number bank of america credit card online services hsbc credit card account dollar general visa prepaid cards chase credit card application form best credit report bureau fico free credit report without credit card info needed which is best credit report agency how to dispute credit report items using credit cards abroad tesco fee free secured credit cards non secured credit cards for people with bad credit jtj credit improvers capital one credit card payment plan names of 3 major credit report agencies stop bank of america credit card offers walmart prepaid card paypal where to get prepaid credit cards in ottawa free credit report commercial new car lyrics internet prepaid card usa credit card calculator interest calculator improve your credit score 2010 free credit rating report australia credit cards for no credit with no deposit required best bank of america credit card rewards alaska airlines bank of america credit card sign in one time credit report purchase fico free credit report commercial guy government annual free credit check trw credit report wiki credit cards 0 interest on purchases for 12 months nbad prepaid card inquiry american express credit card login american express login walmart credit card phone number customer service free credit report uk companies free credit counseling agencies completely free credit report no credit card required free credit score report experian capital one credit cards login in credit score free online free trw credit free trw credit report sample transunion credit report canada walmart credit card application for canada college student credit cards for no credit history free credit report money saving expert credit card balance transfer poor credit history 3 one credit report free trial bureau best buy hsbc credit card account website shell credit card payment address contact virgin credit card ppi visa credit card protection plan unsecured bad credit credit cards with no fees chase credit cards home page phone number government free credit check experian chase credit card payment plan how to get a free credit score report disney chase credit cards payments capital one credit card rewards site get credit score free online without credit card capital one credit card login mobile best credit card balance transfer fee why your credit report matters add prepaid card paypal account walmart credit card customer service phone numbers how much do visa reloadable prepaid cards cost free credit counseling online free transunion credit report canada credit improvers net compare credit card deals uk best credit card deals purchases chase credit card protection plans credit card protection act sears credit card login online start up business credit cards for bad credit free credit score no credit card equifax order transunion credit report by phone experian annual credit report login one time credit report equifax monitoring free prepaid credit cards walmart hsbc credit card india application status shell credit card online account worst credit cards to have hsbc credit card singapore application metabank visa prepaid card fees government credit score free check walmart credit card customer service phone credit improvers inc credit report government once year law equifax credit report free trial best 3 in 1 credit report hsbc sears credit card account online fee free credit cards for business who are the free credit report band view my free credit report experian experian free credit report south africa free credit card details that work bank of america credit card login mastercard what is the best credit report monitoring service experian credit report phone number consumer free credit counseling services california credit cards balance transfer deals transunion credit report online dispute free credit rating check south africa transunion credit score 990 citibank credit card dubai skywards best secured credit cards banks looking free credit report no credit card required sears credit card payment locations walmart credit card interest rate best chase credit cards rewards walmart credit card balance inquiry online credit card interest calculator credit report agencies free credit card balance transfer comparison australia how to negotiate credit card debt credit card calculator interest india ftc how to dispute credit report errors sears credit card application discount credit report gov free annual prepaid credit cards canada where to buy tips on how to raise your credit score capital one credit cards online free score online login how can you improve your credit score fast the best and worst credit cards original free credit report commercial lyrics walmart credit card payment options 24 months interest free credit cards globe prepaid cards expiry chase credit card payment address american express credit card application status singapore annual free credit report program free annual credit report my credit report government free request student credit cards money saving expert equifax free credit report online experian citicards credit cards login citibank hsbc credit card promotion singapore average credit card debt in us dispute credit report experian pay bank of america credit card with debit card need to apply for a walmart credit card capital one credit card application canada transunion credit report free annual capital one credit card pay online clark howard annual free credit report program credit cards with cashback offers fico credit score scale walmart credit card credit card balance transfer offers uae go debt free credit counseling credit card ppi claims hsbc credit improvers co uk american express credit card travel insurance credit report government issued requires free credit rating check online aarp chase credit card log on visa prepaid card fees free credit score check experian walmart credit card services walmart credit card payment canadian walmart credit card application fico credit score range 2011 virgin credit card ppi refund true credit report customer service top credit report agencies free credit report commercial cast equifax free credit report experian credit report non profit credit card debt help transunion credit score meaning credit card balance transfer fee offers good credit score scale bad credit credit cards instant approval - south africa bad credit credit cards 3 credit report agencies us best secured credit cards to build credit 2012 apply for sears credit card online dispute credit report letter template free credit check report uk chase credit card customer service telephone number credit report noodle their sears credit card uk bank of america credit card payment number instant approval credit cards for no credit 0% credit card deals how to use hsbc credit card points reloadable prepaid cards cvs citibank credit card customer service phone dispute credit report information online best prepaid cards no fees free credit repair software for businesses citibank credit card philippines balance inquiry american express credit card login in cardmembers amex prepaid card review capital one credit card canada contact alltel prepaid cards online free government annual credit report best credit card deals 2007 annual credit report equifax free credit report free credit report band winner free credit repair kit software paper on how to eliminate credit card debt shell citibank credit card malaysia best and worst credit cards 2010 free credit repair ebook downloads citibank credit card uk ppi chase credit card debt write off free credit repair software program credit card calculator formula credit report uk government prepaid cards uk paypal net 10 prepaid cards virgin credit card ppi claim back bad credit credit cards instant approval no fee free credit report uk no trial catches chase credit cards payment activate capital one credit card phone number buy t-mobile prepaid cards walmart credit card center on line bill pay dispute credit report experian mailing address need virgin american express credit card uk free credit report gov macy;s american express credit card account capital one credit card phone number payment credit card debt settlement uk get free credit report no credit card required free equifax credit report without credit card best credit cards for bad credit score best credit card deals india sears credit card services account profinity contact number ge money bank walmart credit card balance sears credit card login chase credit card balance transfer address annual credit report experian log credit cards balance transfer 0% shell credit card application free credit card details credit report companies wiki experian credit report dispute address bank of america credit card payment by phone annual credit report transunion consumer mbna credit card ppi reclaim credit card calculator download capital one credit card uk customer services capital one credit card application result credit score check one time fee free use credit cards abroad free credit score uk average credit score experian uk credit report companies house what is an average credit score in 2011 walmart credit card pay bill line check bank of america credit card application compare prepaid credit cards uk equifax credit report promotion code 2011 dispute credit report uk errors pay sears hsbc credit card upromise bank of america credit card phone number find out credit score free online annual credit report experian login walmartmoneycard visa prepaid cards green dot secured credit cards uk only federal government free credit check secured credit cards to rebuild credit canada equifax credit report request pdf t-mobile prepaid cards can you get free credit report without credit card list of the worst credit cards how to improve your credit score with a credit card what happened to the free credit report band free credit report and score canada what happened to the new free credit report band bank of america credit card customer service toll-free bank of america credit card online bill pay login credit cards uk 0 free credit cards no credit check instant approval citi bank secured credit cards cheaper use credit cards abroad 3 free credit report companies credit card debt good credit score range for mortgage secured credit cards for no credit history credit card protection plan put visa prepaid card paypal chase credit card application status 2012 what are the names of the three credit report agencies tesco credit card protection on purchases pay chase credit card with savings account free equifax credit report canada walmart credit card services contact number check your credit score free online without credit card sears credit card payment website free credit score no credit card interest free credit cards bad credit my chase credit cards online business gas credit cards for bad credit credit report government low credit card balance transfer fee check your credit score free no trial online free credit check canada citibank credit card customer service singapore free credit report band contest 2010 credit score range for credit card secured credit cards usa credit card debt write off policy college student credit cards with no job prepaid credit cards free vanilla visa prepaid card vanilla visa gift card western union prepaid card balance free credit report government issued dispute credit report transunion credit score free annual where to report credit card fraud free credit cards online application how to eliminate credit card debt minimum payment apply citibank credit card singapore free equifax credit report and score citibank credit card online payment prepaid cards uk best credit cards balance transfer 0% free trw credit report phone number interest free credit card deals uk bank of america credit card balance transfer offers use prepaid credit cards paypal american express credit card login us free credit check score business credit report uk best way use credit cards abroad credit cards uk compare credit score calculator hsbc credit card malaysia hotline transunion credit score range 2012 shell credit card account online citi best credit card deals 0 on purchases how to get my free credit score online has best credit report service what is the best credit report site are credit card protection plans worthwhile chase credit card services login reloadable prepaid cards no fees free credit check report canada walmart credit card pay bill credit card debt relief how to eliminate credit card debt sears credit card customer service contact credit card ppi reclaim template top 5 worst credit cards annual credit report uk credit score check experian visa prepaid credit cards ireland prepaid card paypal improve your credit score in 24 hours ebook credit report uk business prepaid credit cards paypal canada free prepaid cards verizon hsbc credit card malaysia application status prepaid cards uk post office prepaid credit cards walmart no fees free prepaid credit cards numbers free annual credit report legit website target t-mobile prepaid cards free annual credit report legit these pay off credit card calculator cnn where can i get a one time credit report nationwide credit card protection on purchases pay bank of america credit card in person get free verizon prepaid cards unsecured credit cards for bad credit chase free credit report uk no card details green dot reloadable prepaid cards sears credit card account online access improve your credit score instantly update my true credit report free credit counseling classes visa prepaid card pin number my credit score free online credit cards uk best deals macy;s american express credit card payment address free prepaid credit cards uk site only average credit score by age trw credit report equifax credit report tesco credit cards uk virgin credit cards uk online banking credit cards for no credit or bad credit reclaiming credit card ppi letter template citibank credit card singapore customer service what is a good credit score rating for mortgage capital one credit card rewards redeem walmart credit card cash back bank of america credit card payment address delaware american express credit card india billdesk citibank credit card login malaysia how to improve your credit score overnight credit report experian post credit card calculator uk my free credit score check hsbc credit card points my free annual credit report government average credit score for home loan annual free credit report from experian amazon credit card balance transfer fee how to get a one time credit report equifax 3 in 1 credit report coupon code free credit report gov annual rate free credit report companies capital one credit cards online sign in best credit card balance transfer deals uk best credit report service canada walmart credit card login page ge chase credit card protection services best student credit cards for 2012 hsbc credit card protection plan secured credit cards to rebuild credit wachovia dispute credit report experian address credit score explained wiki experian annual credit report request form free credit karma credit report credit card balance transfer fee calculator free credit report no credit card required credit card debt calculator bank of america credit card payment address sears credit card application canada capital one credit card application prepaid credit cards canada walmart hsbc credit card promotion indonesia chase credit card services elgin il bank of america credit card online banking chase credit cards united visa where to get prepaid credit cards in ontario credit score range uk credit cards 0 interest balance transfers no transfer fee pay chase credit card online rfid credit card protection sleeves equifax credit score range free credit score free trial best credit report service 2012 easy credit score matters login free credit report band commercial transfer fee free credit cards credit report agencies wiki chase credit card balance transfer offer best credit cards for no credit people chase credit cards southwest airlines
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 957 guests online

Atom RSS

Interview - Sam Kennedy - Red Sox, Fenway Sports Group PDF Print E-mail
User Rating: / 35
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 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 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



Should MLB Force Jeffery Loria to Sell the Marlins?