For Red Sox sponsors and advertisers, the team's World Series win in '13 "is not enough to make up for several dismal seasons that cause all but the diehards to tune out," according to Callum Borchers of the BOSTON GLOBE. '47 Brand co-Owner Steven D’Angelo said, "The Red Sox being in contention every year is better for business than the spike of winning it one year and having last place three out of four years." The Sox enter Friday last in the AL East with a 32-42 record, and D'Angelo added that in a "down year like this one, sales at the souvenir shop" are down roughly 20%. Giant Glass Co., a Red Sox radio advertiser for almost two decades, said that the team’s brand "is so strong that it’s worth buying commercials regardless of on-field performance." But asked to pick between a team that is annually competing for the playoffs and and one that wins big then loses big, Safelite Group Marketing Dir Kerry Hurff, who works for Giant's parent company, said, "We would say year in, year out." Borchers noted fans are "willing to spend less and less on tickets as the Sox fall further behind division leaders," with the average price of a ticket on the secondary market -- $120.27 at the start of the season -- "down to $98.20" (BOSTON GLOBE, 6/25).
