Coca-Cola Sponsoring Section Of Fenway Park

The branding of Fenway Park, in full swing since principal owners John Henry, Larry Lucchino and Tom Werner acquired the Red Sox in '02, takes another major step forward with the unveiling of "The Coca-Cola Corner,'' a section that will add more than 412 new seats down the left-field line. The area, which will feature picnic tables and Red Sox-themed decor, becomes the 10th branded section inside the ballpark. Coca-Cola has been a team sponsor since 1912, and this extension, which runs through the 2017 season, is expected to bring in $4-5M annually. Meanwhile, Volvo is introducing a special edition of its C30 hatchback model to commemorate the Red Sox' World Series championship last season. The company will make 107 of the cars -- one for each of the team's wins.

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