Boston Red Sox

The Boston Red Sox turn to Sapient to guide its digital strategy


By Gillian West, Social media manager

March 31, 2014 | 2 min read

The Boston Red Sox have announced a partnership with Sapient designed to help guide the club’s digital strategy and improve its connection with fans through technology, building experiences that reflect the real time nature of today’s world whilst preserving the history and tradition of the sport.

EVP and COO of the Boston Red Sox, Sam Kennedy, said the club was “thrilled to embark on this excitement partnership.” Adding: “As baseball fans are increasingly connected, their expectations will continue to evolve. With Sapient’s guidance, we hope to offer fans new ways to experience the game that deepens their connection to the team and Fenway Park.”

A public launch of the partnership will take place on Opening Day at Fenway Park on 4 April with Sapient’s logo debuting on Fenway Park’s ‘Green Monster’. Sapient business unit SapientNitro will then work with the club to create a roadmap for the baseball experience across interactive, multichannel environments.

Bill Kanarick, chief marketing officer at Sapient, commented: “We are living in a time of unprecedented change in people’s lives, as highly-connected consumers move seamlessly between physical and digital environments. With this rapid evolution comes an unprecedented opportunity to take already powerful experiences and treasured traditions and extend them in new and exciting ways. We are honoured to be a part of the Red Sox family, and to be entrusted with the evolving experience of the most passionate baseball fans in the world, while maintaining the tradition of the game we love and the legacy of Fenway Park.”

The partnership also sees Sapient take on the role of digital strategy partner for Fenway Sports Group (FSG) the parent company of Liverpool Football Club, Roush Fenway Racing, NESN (New England Sports Network), and Fenway Sports Management.

Boston Red Sox

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SapientNitro, part of Sapient, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business...

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