If You Hire Him, They Will Come

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The Boston Red Sox hired a new manager yesterday, Bobby Valentine, of Stamford, CT. This should be of little or no news on a marketing blog, and yet, it is news. Simply because it’s Bobby V.

I mentioned Valentine’s hometown of Stamford. In reality, Bobby can represent a region. His strong personality (love him or hate him) can be the face of a franchise. Now the Red Sox really don’t need him in that regard and, yet, it works. Brilliantly. The Sox (or Sawx, in Boston-speak) like to think they represent New England (though truth be told, the Yankees – yes, them – have a stronghold over much of Western New England, especially through Connecticut). But with Valentine on board, his presence will loom large.

Expect the Red Sox (and many sponsors) to use Valentine to promote anything and everything. It wouldn’t even surprise me to see Valentine, long-known for running one of the earliest “sports bars” open a “Bobby V’s” somewhere in The Hub.

Valentine has managed the New York Mets. Now he goes to the Red Sox. The Yankees fan has a villain. It’s a home run.

Game on.

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