How sports marketing is pivoting to energize a younger fanbase and the role the Red Sox will play

Mission
Photo by Jason Weingardt on Unsplash

What kind of power can a World Series ring wield? Think of it like this: For nearly a century, no sports franchise dealt with more apathy, more frustration, and more heartache than Boston’s beloved Red Sox. There was the deal that jettisoned Babe Ruth to the Yankees, a bounding ball that squeaked under the glove of Bill Buckner, and of all things, a cursed Billy Goat. Sure they had Fenway Park, the Monster, and Pesky’s Pole. But you don’t play the games to dance in the shadows of your competitors.You play for parades.

“The best marketing campaign is a World Series victory.”

That’s Adam Grossman, the CMO of the Boston Red Sox, one of Major League Baseball’s most iconic, prideful and tortured franchises. Adam joined the

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Times Square in New York City.

Angela Weiss | AFP | Getty Images

This time last year, The Trade Desk CEO Jeff Green watched as advertisers started to pause every campaign they could. 

The ad tech executive said in the early days of the pandemic, digital advertising was at a disadvantage. It was easier for advertisers to flip the switch and pause spending as they tried to figure out what to do. But in the following months as marketing dollars started to turn back on, it became clear they were flowing online.

“Everybody becomes more data-driven and more agile during a recovery, because every dollar has to count,” Green said. “So that’s when that’s when it really accelerated for us. So we were disproportionately hurt in the first month. And we’ve been disproportionately benefiting ever since.”

The Trade Desk saw firsthand how certain pieces of the ad industry were catapulted

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