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The Boston Globe

Sports

Image drove Red Sox owners, Terry Francona laments

Former Sox manager says marketing trumped winning

Red Sox owners John Henry and Tom Werner wanted “sexy” players to boost the team’s waning television ratings after its disappointing third-place finish in 2010, according to former manager Terry Francona, a desire that led to the acquisition of new stars, huge contracts, and ultimately the historic collapse of September 2011.

The ownership group commissioned a $100,000 study by an outside consultant to determine how to make the team more marketable. The result: Adrian Gonzalez and Carl Crawford, both of whom proved to be busts in Boston.

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