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Boston Red Sox and Sapient Form Partnership


Multi-year Partnership Aims to Evolve Digital Strategy and Execution

Boston Red Sox and Sapient Form Partnership

Sapient and the Boston Red Sox today announced a partnership designed to help guide the club’s digital strategy and improve its connection with fans through technology. The organisations will collaborate to imagine and build enhanced experiences that reflect the real-time nature of today’s world, while preserving the deep history and tradition of America’s favourite pastime.

“We are thrilled to embark on this exciting partnership with Sapient,” said Sam Kennedy, EVP and COO of the Boston Red Sox. “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.”  

The multi-faceted partnership will launch publicly on Opening Day at Fenway Park, April 4, 2014, when Sapient’s logo will debut on Fenway Park’s iconic “Green Monster.” SapientNitro, a Sapient business unit and the global leader in connecting capabilities across story and technology, will work with the Red Sox to create a roadmap for the evolution of the baseball experience through interactive, multi-channel environments that amplify the ballpark experience, augment the rich history and story of Fenway Park, identify opportunities for greater customer service and establish a foundation for stronger engagements with and connection to the next generation of Red Sox fans.

“We are living in a time of unprecedented change in people’s lives, as highly-connected consumers move seamlessly between physical and digital environments,” said Bill Kanarick, Chief Marketing Officer of Sapient. “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.”

As part of the partnership, Sapient will be the digital strategy partner of Fenway Sports Group (FSG), the parent company of Liverpool Football Club, Roush Fenway Racing, NESN (New England Sports Network), and Fenway Sports Management. In this capacity, Sapient will work with FSG on advancing their business in a rapidly-changing environment driven by evolving expectations of increasingly-connected, always-on consumers.

“Fenway Sports Management has enjoyed a productive multi-year relationship with Sapient that began with SapientNitro helping to evolve the digital presence for our client LeBron James,” said Mark Lev, Managing Director of Fenway Sports Management. “We look forward to building on that relationship as we embark on this new partnership, with a focus on defining future experiences that capitalise on the real-time world we live in.”

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