Marketing and consulting monolith Sapient Corp., whose roster of service agencies includes SapientNitro, has extended its multi-year sponsorship and service-provider deal with the Fenway Sports Group -- which, among other properties and athletes, owns the Boston Red Sox.
The partnership will launch on opening day at Fenway Park, April 4, when Sapient’s logo will debut on the stadium’s “Green Monster.” The bigger presence won't be visible. Sapient will power the FSG's multichannel, multimedia programs, per a joint release.
As such, Sapient gets to be "digital strategy partner" of FSG, giving the tech company entrance to marketing possibilities around the group’s other properties: Fenway Park; Liverpool Football Club of the English Premier League and Anfield Stadium; a 50% stake in NASCAR’s Roush Fenway Racing; an 80% stake in New England Sports Network; and Fenway Sports Management, which represents athletes, celebrities in sponsorship, media and licensing deals.
The group says in a release that Sapient will help it advance their business "in a rapidly changing environment driven by evolving expectations of increasingly connected, always-on consumers."
Per FSG, SapientNitro has been involved with the sports group for some years, including player deals around doing the heavy lifting for LeBron James' digital presence. That deal was specific to SapientNitro, and was handled by James’ agent, LRMR and involved the launch of lebronjames.com.
The BoSox has as many official-level sponsors as players, including Anheuser-Busch, Coca-Cola, Delta, Volvo, Dunkin' Donuts, Home Depot, Marriott, Verizon Wireless and Bank of America.