Business

Red Sox seeks younger fans via technology

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The Red Sox have among the most passionate followers in the sporting world. There’s just one problem: They’re getting old.

As the team opens another season at Fenway Friday, it is also launching a new effort to increase fan engagement through digital channels, including social media and streaming video, with an eye toward adding younger members to Red Sox Nation, both kids and young adults alike who may be more facile with a smartphone than a baseball bat.

The club is partnering with Back Bay digital marketing firm Sapient, which has performed strategic consulting for major sports brands such as ESPN and NBA superstar LeBron James.

“We recognize if we don’t connect with the next generation of fans, we are dead,” said Red Sox chief operating officer Sam Kennedy. “We have to be where kids are. I know because I have a 9-year-old and a 10-year-old, and I know where they are — they’re on these mobile devices.”

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