SBD/August 22, 2012/Marketing and Sponsorship

I Got Your Back: Sponsors Staying With Red Sox Despite Disappointing Season

Red Sox Exec VP & COO Sam Kennedy yesterday said that the "ballclub's front office was 'extremely, extremely disappointed' in the team's performance this season but he added that its sponsorship base of nearly 100 local and national companies has stood firmly by its side," according to Ira Kantor of the BOSTON HERALD. Kennedy said, "People are not investing in the Red Sox for one season. However, we are realistic and we understand if we don't demonstrate the skills and actions necessary to improve over the long run, there will be the negative impacts of a losing team and a team that doesn't perform up to expectations." Team sponsors Covidien and Dunkin' Donuts yesterday said that they "had no plans to restructure their partnerships with the team." Chicago-based SportsCorp. President Marc Ganis said that most sponsors "would stay on board 'for at least the near term.'" He said, "You never want to be the sponsor that leads the exodus" (BOSTON HERALD, 8/22).
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