Any time the Red Sox get a hit this year at home, it’s John Hancock that will clean up.
The Boston-based financial services company has signed a deal with the team to put a huge interactive company sign over the scoreboard in center field at Fenway Park.
The sign, which will light up for every Boston hit, features the company’s well-known logo, Hancock’s signature. Beneath it, a cartoon batter, the symbol used by Major League Baseball, will swing each time a player on the field swings.
While neither the Red Sox nor Hancock officials would say how much the insurance giant has agreed to pay for the advertisement, sports marketing experts estimate the company will pay upward of $1 million per year.
“This gives us an opportunity to be prominently featured on local and national broadcasts 10 or 12 times a game,” said Hancock chairman David D’Alessandro. “We think it will become a part of Fenway much like the Citgo sign is today.”
Red Sox officials said the sign is larger than Fleet Financial Services advertisement that indicates the speed of each pitch in miles per hour.
“Hancock’s new sign will be a signature element of Fenway Park in every sense of the word,” said Larry Cancro, the Sox’ vice president of sales and marketing. “It will be entertaining for fans and allow us to generate the additional revenue we need to support the team.”