an interview with Boston Red Sox President and CEO Sam Kennedy Covering the Bases ELIZABETH SUNEBY writer / BRIAN SMITH photographer sometimes, dreams do come true. Well, almost. Like many boys, Sam Kennedy grew up dreaming of playing Major League Baseball (MLB). But while that dream came to an abrupt end in college, landing the job as president and CEO of an MLB team about 25 years later is not a bad fallback. During freshman year, Sam played varsity baseball at Trinity College in Connecticut. Toward the end of his year on the team, Sam approached his coach for advice. While he had sat on the bench for the vast majority of games, Sam was confident that he could improve, and he wanted to know if going abroad in either the fall or spring semester would hurt his college baseball career. Sam vividly remembers Coach Decker’s answer, “You know, Sam, I think you should go abroad in the spring.” Sam understood that response was Decker’s gentle way of telling him that he didn’t think college baseball was going to work out. Sam readily admits that the coach’s candid response was the best thing that could have happened to him. “I was a self-aware kid. I recognized right then that if I wanted to stay in baseball, I better figure out summer 2019 | how to work in professional baseball since I wasn’t going to ever play professional baseball.” Industrious Sam wrote letters to every front office — in minor as well as major league teams — and landed an internship with the New York Yankees after his sophomore year in college. He worked as an WellesleyWeston Magazine WellesleyWeston 62 an interview with Boston Red Sox President and CEO Sam Kennedy intern for the Yankees for three summers before securing a full-time job at Fenway Park to watch their beloved team. They were loyal supporters, after graduation in the fall of 1995 selling advertising for the radio affili- attending about half of the home games — 30 to 40 a season. “The ate of the Yankees, WABC. greatest thing about being the son of a clergyman was that my dad was At the time, it might have been hard to imagine Sam, an avid Red Sox given passes. So, for four dollars, we could go to the games. And during fan, working for the Red Sox’s biggest rival. But, he willingly admits, “I those years, we would often sneak down to better seats,” Sam recounts. was all in. I couldn’t have cared less. Anyhow, the Red Sox never even Sam played varsity baseball and hockey at Brookline High School. responded to my letter.” His classmate and baseball teammate was Theo Epstein, former Red Sox Sam grew up living within walking distance of Fenway Park, just one General Manager and current President of Baseball Operations for the mile away, across from the Brookline Village T stop and behind the Chicago Cubs. “Theo and I became super close at Brookline High, play- Brook House. Each spring, summer, and early fall, he and his dad, an ing Little League and high school ball together. And our parents were Episcopal minister at Trinity Church in Copley Square, sat in Section 25 good friends, as well,” explains Sam. Their friendship continued after high school and into their profes- “The greatest thing about being the son sional lives. In fact, in 1995, when Theo, who was working in media rela- tions for the San Diego Padres, was in New York to attend a Padres-Mets of a clergyman was that my dad was game, he invited Sam to join him and then Padres owner, Larry Lucchino. given passes. So, for four dollars, we That fateful meeting helped Sam land a job with the Padres as an account executive in sponsorship sales at the end of 1996. He worked for the could go to the games.” Padres until 2002. summer 2019 | WellesleyWeston Magazine WellesleyWeston 64 “When I went to the Padres, my day job was selling sponsorships, but my night job was working diligently to get a new ballpark built through a public-private partnership. It was an exciting time,” notes Sam. “In 1998, for example, in the span of three months, the Padres played in the World Series against the Yankees, the ballpark referendum passed, and I married my college girlfriend, Amanda.” Excitement peaked for Sam once again in 2001. That’s when Larry Lucchino called Sam and Theo to his home to share news. First, the bad news: he was leaving the Padres. Next, the good news: he was partnering with John Henry and Tom Werner to buy the Boston Red Sox. Due to MLB rules, Larry couldn’t just hire his two underlings away from the Padres. He had to ask for permission to release Sam and Theo from their contracts. Sam recalls the situation: “Larry went on a ‘Free the Brookline Two’ campaign to bring Theo and me back to our hometown team. We arrived at the end of March 2002, and I’ve been with the Red summer 2019 | Sox organization ever since.” Sam’s official Red Sox bio reads like a how to fast track your sports management career. The organization credits him with several pivotal WellesleyWeston Magazine WellesleyWeston 66 “I was a self-aware kid. I recognized right then that if I wanted to stay in baseball, I better figure out how to work in professional baseball since I wasn’t going to ever play professional baseball.” accomplishments, including playing a key role in the revitalization of the Red Sox brand, in the dramatic growth of the team’s financial base through the creation of multiple revenue streams, and in the preservation and transfor- mation of Fenway Park. Not surprisingly, Sam was selected to succeed Larry Lucchino as president of the Boston Red Sox in the fall of 2015 and was elevated to CEO in the summer of 2017. As president, he oversees the club and its operations. Sam is also CEO of Fenway Sports Management (FSM), one of the most well-respected international sports sales and WellesleyWeston Magazine WellesleyWeston representation agencies. FSM is a sister com- pany to the Red Sox under the Fenway Sports Group family, which also includes Liverpool Football Club, New England Sports Network, | and Roush Fenway Racing. summer 2019 67 “I knew what I wanted. I was passionate Sam points to three principles that guide his stewardship of the Red Sox organization. One: win games. Two: ferociously protect Fenway about it and pursued it. Business is all Park. And three: be active in the community. True to his reputation as a about relationships, and I’ve had close humble man, Sam credits his success to being “very lucky.” He contin- ues, “I knew what I wanted. I was passionate about it and pursued it. ones and great mentors who have Business is all about relationships, and I’ve had close ones and great mentors who have enabled me to simultaneously drive revenue and enabled me to simultaneously drive make the ballpark relevant to a broader segment of people.” summer 2019 | revenue and make the ballpark relevant When Sam launched his Red Sox career in 2002, the philanthropic Red Sox Foundation did not exist. He is proud to report that today it to a broader segment of people.” is the largest U.S. professional sports team foundation, generating WellesleyWeston Magazine WellesleyWeston 68 an interview with Boston Red Sox President and CEO Sam Kennedy $11 to $12 million in health, education, and home further west. “To be honest, we looked for a home in Brookline first, but homes there were youth sports-related donations annually. just too expensive,” remembers Sam. “So, we landed on Wellesley because of the lower real estate Organizations the foundation funds include prices and good schools. We ended up living in two homes on the same street over the past 16 the Home Base Program, helping veterans years. We loved our neighborhood.” and their families heal from the invisible The Kennedys value the time they spent in Wellesley and while living here, gave back to their wounds of war; The Jimmy Fund, supporting community. Sam served as a board member for Wellesley Youth Hockey and a volunteer hockey children with cancer and their families; and coach for nine years. Amanda was an active member of the Schofield Elementary School PTO, the Red Sox Scholars mentoring program for served as co-president for two years, and then as moderator of Central Council of PTO presi- inner-city students who demonstrate perse- dents. She also served as the board director for the Wellesley Free Library for six years and remains verance and initiative. active with the foundation’s gala committee. Sam is also proud that the fans are able to When asked what he’ll miss most about Wellesley, Sam replied, “While we have loved our experience the historic Fenway Park now that Wellesley community, the truth is I’ll miss Dunkin’ Donuts on Route 16 the most. I’ve gone there it hosts more than baseball games. He explains, 364 days a year between six and eight a.m. to pick up a coffee. Mornings will never be the same “During the offseason, we fill the stadium without the friendly early morning staff’s greetings and healthy dose of grief or accolades about with a wide range of events — ​concerts, ice the latest Red Sox game.” hockey games, soccer matches, Thanksgiving day high school football games, a ski and snowboarding spectacle, and even hurling games.” It’s hard to believe, but Sam attends every single Red Sox home game and every single offseason event held at Fenway.