Thanks to NoMaas visitor John for sending us this article.

ESPN Boston:

The owners of the Boston Red Sox were preoccupied with sagging TV ratings and hired marketing consultants who urged the team to place a greater emphasis on “good-looking stars” and “sex symbols,” according to an excerpt from a book co-authored by former Red Sox manager Terry Francona.

Francona described how he nearly walked out of a meeting he had in 2010 with majority owner John W. Henry, chairman Tom Werner and CEO Larry Lucchino after Werner complained about declining TV ratings on NESN, the team-owned regional network, and said, “We need to start winning in more exciting fashion.”

On Nov. 2, 2010, a group gathered at Fenway Park to review results of a $100,000 marketing research project the Red Sox had commissioned in response to the drop in TV ratings.

The book stated the marketing report said: “(W)omen are definitely more drawn to the ‘soap opera’ and ‘reality-TV’ aspects of the game … They are interested in good-looking stars and sex symbols,” parenthetically citing All-Star second baseman Dustin Pedroia as an example of the latter.

Red Sox Sex Symbols Dustin Pedroia Brett John Henry NoMaas
From L-R: Juicy John Henry, Bodacious Brett Pedroia, Dreamy Dustin Pedroia