Fenway Sports Management, a marketing subsidiary of Fenway Sports Group, which owns the Boston Red Sox and Liverpool FC, has no plans to follow Anheuser-Busch’s innovative incentive-based sponsorship model.
Mark Lev, the Fenway Sports Management president, told today’s Sports Decision Makers Summit in Miami: “We don’t believe in incentivised partnerships. There is real value in having an association.”
Speaking on the same fan marketing panel, Sean Sullivan, the Citizens Bank vice-president, director of sponsorships, said his company – which has the naming rights to the Philadelphia Phillies’ stadium – is by contrast in favour of the model.
“We always try to align it with proof of performance…attendance, number of tickets sold. It’s important to show a fiduciary responsibility and our CEO holds our feet to the fire on this,” Sullivan said.
The Fenway Group has limited opportunity to monetise the Major League Baseball series against the New York Yankees in London this summer but it will bring many of its major clients to the English capital for the series, Lev added.
Michael Zavodsky, the chief revenue officer of BSE Global, which runs the NBA Brooklyn Nets, said the company has changed its policy to be “waist deep rather than knee deep” with its partners to develop more meaningful relationships.