Fenway Sports Management (FSM) is a company headquartered in Boston, Massachusetts established by Fenway Sports Group (FSG) in 2004. It styles itself as a "new kind of sports marketing agency," created by FSG to expand its footprint beyond its most famous holdings, the Boston Red Sox of Major League Baseball and Fenway Park. FSM has entered into an exclusive sponsorship sales agreement with Boston College's major intercollegiate sports in 2004 and as of 2012 counts the Boston Red Sox, Liverpool F.C., LeBron James, Roush-Fenway Racing, Major League Baseball and its properties (Major League Baseball Advanced Media, MLB.com), and the PGA Tour's Deutsche Bank Championship among its client base.
In addition, FSM purchased the Salem Avalanche, a minor league baseball franchise in the High Class A Carolina League, in December 2007. On September 19, 2008, FSM announced that the Salem franchise, eventually renamed the Salem Red Sox, would replace the Lancaster JetHawks as Boston's High A affiliate in 2009.
In October 2009, Sam Kennedy was promoted to succeed Mike Dee (who became chief executive officer of the Miami Dolphins in May 2009) as executive vice president and chief operating officer of the Red Sox, and president of Fenway Sports Management.
In October 2009, FSG announced a new partnership with Fulham of the English Premiership, with shirt sponsorship to start in 2011.
In April 2011, FSM became the sole marketer of the global rights of NBA superstar LeBron James, in a management partnership deal with James and his manager Maverick Carter. As part of the deal, James and Carter both became minority stake holders in FSG's Liverpool F.C..
In January 2012, FSM negotiated a sponsorship agreement between Liverpool F.C. and Warrior Sports worth £25 million per season as of the 2012/13 season, overtaking the English club record of £23.3 million paid by Nike for supplying Manchester United Football Club and the previous deal from Adidas worth £13 million.
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