At every Red Sox home game this season, 280 fans will have a chance to watch their team from a perch 37 feet above Landsdowne Street, just behind one of sports' most fabled landmarks.
For the first time, there will be seats - three rows of pale green metal bar stools, actually - atop the left-field wall, the Green Monster.
The Red Sox have been hemmed in at Fenway since 1912. It is the oldest ballpark in the majors and has the smallest capacity, just 33,991. It is perpetually in danger of extinction, but for now, the club is trying a series of smaller improvements while putting off plans for what to do in the long term.
No change will be as prominent as the seats atop the left-field wall, which is the tallest in baseball and stretches 231 feet across.
Red Sox president Larry Lucchino said the team needed more seats and more space. Adding 10 sections atop the Green Monster meets both goals, and at $50 (EUR46.4) each, the seats could bring in more than $1m (EUR930,000) this season if, as club officials expect, they sell out for all 81 home games.
“I think there's also the feeling that these seats could be very cool," Lucchino said. "There's something very special about seeing a game at Fenway from that perspective."
Maximising revenues from sport is just one of the topics to be discussed at SportAccord, the leading industry conference taking place in Madrid between May 12-16.
To find out how YOU can attend, click on the link below to visit the official SportAccord website.
