After 820 straight games, Fenway Park‘s consecutive sell-out streak came to an end recently, but the stadium’s marketing team barely blinked. That’s because the physical filling of seats is rapidly becoming only one part of the institution of Fenway Park. These days, the 101-year-old park falls under the umbrella brand of Fenway Sports Group, a diverse set of interests that includes the Red Sox (of course), New England Sports Network, the Liverpool Football Club, Nascar’s Roush Fenway Racing team, and even basketball star LeBron James.
Check out Ad Age’s full report on the diversification and globalization of the Fenway brand.
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