On this episode, Host Krish Kumar sits down with Adam Grossman, the Senior Vice President and Chief Marketing Officer of the Boston Red Sox.
As Chief Marketing Officer of the Boston Red Sox, Adam Grossman oversees the organization’s Marketing, Broadcasting, Baseball Communications & Media Relations, Social Media, Advertising, Digital Content, and Creative Service departments. Additionally, he and his team partner closely with the Ticketing, Sales, Corporate Sponsorship, and Business Analytics departments to help drive the club’s principal revenue streams.
During his tenure with the Red Sox, Grossman has driven the modernization of the marketing department into a digital-first, data-driven team. The team is particularly focused on leveraging customer data, fan segmentations, marketing automation, and engaging content to expand the fan base, better engage with existing fans, drive ticket sales, and connect with younger and more diverse audiences. These efforts led to a number of ticketing milestones in 2022, including growing the $9 student ticket program to 70,000 subscribers and setting the three highest regular season ticket revenue gates in club history. He also led the club’s efforts with Nike to launch the first City Connect uniforms, which ushered in a new era for on-field uniform design across the league. Grossman also works closely with Major League Baseball on domestic and international marketing initiatives and has taken a leadership role in strengthening the relationship between the league and the clubs.
Throughout his career, Grossman has been committed to social justice work and expanding the DEI efforts of his organizations, including as a member of the Red Sox’ Social Justice Advisory Committee. In 2017, Grossman spearheaded the creation of "Take the Lead," a first-of-its-kind partnership between Boston's five major professional sports teams and the NAACP Boston Branch designed to combat racism and hate speech in sports venues and in the Boston community.
In addition to these responsibilities, Grossman heads up marketing for Fenway Sports Management, a sister company of the Red Sox. FSM is a leading sports and entertainment agency that provides sales, marketing, and consulting services for parent company Fenway Sports Group’s elite portfolio of properties, which includes Liverpool FC, the Pittsburgh Penguins, LRMR/LeBron James, NESN, and NASCAR team RFK Racing.
After beginning his career with the Red Sox in 2002 as an intern, Grossman was named Special Assistant to President/CEO Larry Lucchino in 2004 before being promoted to Vice President of Marketing in 2008. Prior to assuming his current role, he served as Senior Vice President of Public Affairs for the Miami Dolphins from 2009 to 2011.
Grossman was selected as one of Sports Business Journal's "40 Under 40" Award recipients in 2020 and was one of eight members selected to the 2014 Eisenhower Fellowships program chaired by General Colin L. Powell. A Cum Laude graduate of Duke University, Grossman co-founded a student-led organization to improve the Durham Bulls Youth League and also spearheaded a $450,000 renovation project to refurbish two baseball fields in Durham’s inner city.
Grossman lives in Brookline, MA with his wife, Candy Hannemann, and their two daughters, Stella and Luiza.
Recorded and Edited by Shiv Govil.