Jordan's takes second chance on the Red Sox

Chief executive Eliot Tatelman is taking another gamble.

Jordan's Furniture is hoping to hit back-to-back home runs.

The Taunton-based furniture chain, which won free publicity worldwide last year by promising customers free furniture if the Boston Red Sox won the World Series, is planning another Sox promotion this year.

Jordan's plans to hold a media event at Fenway Park on Monday morning to pitch the details. The invitation pictures chief executive Eliot Tatelman dressed up in a Sox home uniform.

"Last year was a monster deal," Jordan's says in the invitation. "This time it'll be a sweep."

Jordan's spokeswoman Heather Copelas declined to comment. The Red Sox did not return a call seeking comment.

Larry Rubin, who runs rival Bernie & Phyl's Furniture chain, said he thought Jordan's "did pretty well" with the Red Sox giveaway last year and had heard the company planned another Sox promotion this year.

"We are always aware of what our competitors are doing," Rubin said.

Jordan's is just one of a number of local companies, including EMC and Covidien, that have signed sponsorship deals with the Red Sox.

Last year, Jordan's offered free sofas, chairs, dining tables, and beds to customers who bought furniture between early March and mid-April if the Red Sox wound up winning the championship. While Jordan's later had to issue millions of dollars in rebates when the Sox won the Series, an insurance policy generally covered the losses. And many broadcast stations and newspapers rushed to cover the offer last year, generating lots of publicity for the campaign.

Jordan's, a division of Warren Buffett's Berkshire Hathaway Inc., has four stores and 1,200 employees, Copelas said. The furniture chain, a Globe advertiser, has already purchased ads to promote the latest venture, starting Tuesday. The Globe's parent company, The New York Times Co., also owns a stake in the Red Sox.

Todd Wallack can be reached at twallack@globe.com.