The extra cash flow hasn't been enough incentive for the front office to give up Fenway's name.
BOSTON -- Imagine walking down Yawkey Way, turning into the 102-year-old stadium and hearing a booming voice over the public address system: “Welcome to Dunkin Donuts Park.”
Selling naming rights to the stadium is something every professional sports team has to consider.
On Wednesday, the Texas Rangers announced they were changing the name of the Ballpark in Arlington to represent a finance company based out of Oklahoma City. For $50 million over 10 years, the home of the Rangers will now be called Global Life Park.
Back in 2000, the Boston Red Sox were ready to make a similar move. The Boston Globe reported that then-general manager Dan Duquette told a local television station the Red Sox could get $20 million over 10 years from a corporation looking to put its name on the team’s stadium. At the time, this was a serious consideration.
When Yawkey Trust sold the Red Sox and the new ownership group took over the following year, it had a decision to make: Sell naming rights or preserve tradition.
Thirteen years later, Fenway Park is one of the few stadiums in professional sports that hasn’t traded part of its soul for a big check. Red Sox chief operating officer Sam Kennedy said it’s been an easy decision that the team still stands by.
“The concept of naming rights is something we’ve discussed and debated,” Kennedy told MassLive.com on Wednesday. “But for someone who grew up here, the name Fenway Park is so important to the history of Fenway and the team. So we’ve taken a little bit of a different strategy.”
The Red Sox have insisted Fenway Park keeps its name. But they have been open to selling naming rights to just about everything else inside the park to generate additional revenue.
There’s the State Street Pavilion, the EMC Club, the Budweiser Right Field Roof Deck, the Coca Cola Corner and the Absolut Clubhouse, to name a few. And the club sold naming rights to its spring training facility, JetBlue Park.
While Citigroup pays $20 million per year for naming rights to the Mets’ Citi Field, most naming deals pay in the range of $2 to $5 million per year.
There’s been debate in Chicago about the Cubs selling naming rights to Wrigley Field, which got its name in 1926 from William Wrigley Jr., the former team owner. Along with Fenway Park, Wrigley Field has been one of the longstanding buildings to keep its name and preserve tradition.
The Red Sox have consistently had one of the highest payrolls in baseball, with at least $99 million spent each season since the new ownership group took over, but the extra cash flow hasn't been enough incentive for the front office to give up Fenway's name.
“We’ve named parts of Fenway, so those sponsorship deals helped us with parts of payroll or the Fenway Park renovations,” Kennedy said. “But we’ve been very mindful to preserve the name Fenway. That’s been an affirmative strategy.”
The Dunkin Donuts example was purely hypothetical. It'll have to stay that way.