Fenway Park will have a rotational billboard behind
home plate, signs for Fleet Financial Group, MasterCard and
NH-based computer supplier PC Connection on the right field
wall, and a Bob's Stores ad "just above Fenway's distinctive
centerfield 'triangle'" for the upcoming season, according
to Gregg Krupa of the BOSTON GLOBE. The "likely" rotational
signage will tout the Red Sox ticket line, Web site and
souvenir store, although "soon" after the home opener, "as
many as 10 advertisers will share" the space. Team execs
"would not release" the names of those companies. Red Sox
VP/Sales & Marketing Larry Cancro: "We're the 26th team in
baseball to have the rotational signage behind the plate --
we're among the last holdouts." Krupa added that "there are
strong indications that at some point this season, another
advertisement will eventually join the Coca-Cola bottles" on
the second light tower above the Green Monster. Red Sox
Exec VP John Buckley, defending the marketing moves: "We're
talking about seven figures in revenue here, in excess of
$1.7 million this year alone" (BOSTON GLOBE, 4/10).
