Sports Radio Boston News – Kraft Sports Group and ESPN Join Forces

Boston Business Journal

Krafts, ESPN team up

Article Courtesy of: Boston Business Journal – by Julie M. Donnelly

ESPN has hired Kraft Sports Group as the local sales agent for its new Boston-focused Web site, Sports Business Daily reported.

The website launched Sept. 14. The date coincided with the Patriots’ first game of the season.

Kraft Sports Group owns the Patriots, the MLS Revolution and Gillette Stadium, and those three entities have been the focus for much of the Web site’s coverage.

Part of ESPN’s strategy has been to launch local Web sites in markets where it owns and operates its own radio stations, allowing the radio station’s sales force to sell for the Web site, as well.

The day ESPNBoston.com launched, however, ESPN took its Boston station (WAMG-AM) off the air, leaving ESPN looking to the Kraft Sports Group to sell advertising for its Web site.

The two had reportedly been talking for several weeks.

A deal was struck earlier this week, and a formal announcement is expected this morning.