What can come out of Matsuzaka's presence is the building of the team's brand. Kennedy reported that he saw one Red Sox hat to every 10 Yankees caps. It is a dynamic Boston is determined to promote, which will help in player procurement, overall goodwill regarding the organization throughout the Far East and the impetus to keep Boston's sellout streak of 307 straight games chugging along.
"There will be a bit of an up-tick in sponsorship revenue, maybe," Kennedy said. "We haven't done any deals with Japanese-based companies yet, but we hope we will and we will be very aggressive in pursuing. But it is important to know that this is clearly a baseball deal.
"I have heard all sorts of reports that we will get the money back (from marketing revenue). The only way you can justify this kind of expenditure, like any player, is if he's good. We're all about sustaining the phenomenon of the Red Sox."
You're money's no good here
The following are corporations who hold exclusive contracts with the Boston Red Sox, eliminating the option of similar Japanese companies advertising with the Sox:
Banking: Bank of America
Soft drinks: Coca-Cola
Credit card: MasterCard
Hospital: Beth Israel Deaconess
Coffee: Dunkin Donuts
Office Supplies: W.B. Mason
Sporting goods: Sports Authority
Home improvement: Home Depot
Casino: Mohegan Sun