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Sam Kennedy: Red Sox open to major change with MLB's television setup

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  Published in Media and Entertainment on Friday, October 3rd 2025 at 14:55 GMT by MassLive
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Red Sox President Sam Kennedy Signals Openness to a “Major Change” in MLB’s Television Landscape

The Boston Red Sox are stepping into a new era of broadcasting, with team president Sam Kennedy telling MassLive that the club is ready to embrace the sweeping changes that Major League Baseball (MLB) is rolling out across the national television market. In a candid interview that ran online in early October, Kennedy underscored that the Red Sox’s relationship with the league’s new media strategy will be “open to major change” – a promise that could reshape how fans in Boston and across the country experience the team’s games.

A League‑Wide TV Shake‑Up

For the past several seasons, the baseball world has been witnessing a gradual, yet decisive, pivot away from the traditional network‑dominated model toward a hybrid of linear TV, premium cable, and streaming platforms. MLB’s most recent rights negotiations culminated in a five‑year, $4.25 billion deal with ESPN that expands the league’s coverage on the network, while also giving the Red Sox and other clubs a new path to distribute games on streaming services such as ESPN+, MLB+, and the league’s own digital hub, MLB.tv.

In the same vein, Turner Sports, which had long been the primary home for MLB’s Thursday night “All‑Star Weekend” games, is looking to broaden its presence via Peacock – the NBCUniversal streaming platform – and other over‑the‑top (OTT) services. In a broader move to adapt to shifting viewer habits, MLB is also re‑examining the balance between local affiliates and national broadcasters. The new contract will allow a significant portion of games to be shown on local platforms (such as NESN for the Red Sox) while preserving a sizeable national slate that can be accessed through cable and streaming.

Kennedy’s comments were anchored in a desire to harness this evolving landscape to “give more people a chance to see the game, and to make the fan experience richer and more engaging.” He emphasized that the Red Sox are not simply a “passive participant” in these negotiations, but a proactive partner that will be exploring how best to leverage the new rights framework.

The Red Sox’s Existing TV Footprint

Until recently, the Red Sox’s exclusive broadcasting rights were held by NESN – the New England Sports Network – a regional cable channel that has served as the home for the club’s games for decades. NESN has historically provided fans with high‑quality coverage and a stable platform for local content, but its cable‑based distribution model has also come with a limitation: viewers in the New England region who do not have access to NESN or who prefer online streaming have historically been left in the dark.

In light of this, the team has looked to add new ways to reach fans. The Red Sox have long been a partner of the national ESPN network, airing several games each season on the channel. More recently, the club has also experimented with streaming games on the ESPN+ platform and through the league’s MLB+. Yet, Kennedy points out that “there is room to grow. The new MLB contract offers us opportunities we haven’t fully explored.”

“We’re Open to Major Change”

In the MassLive interview, Kennedy said that the Red Sox are “open to major change” with MLB’s new TV structure. While he did not commit to any specific shift, he made clear that the club is interested in a more flexible partnership that might involve:

• More National Exposure: By allowing a higher proportion of games to be shown on national networks or streaming services, the Red Sox could broaden their reach beyond the New England region. Kennedy noted that “the Red Sox have a strong brand that can thrive on a national platform. We’re willing to explore that.”

• Enhanced Streaming Options: MLB’s current partnership with ESPN+ and MLB+ already offers fans on-demand access to games, but Kennedy said the Red Sox are looking to deepen the streaming experience. “We want to give fans the ability to watch games on any device, anytime, anywhere,” he said. “This includes exploring a possible partnership with Apple TV+ or Amazon Prime Video, which could bring the Red Sox to a wider audience.”

• Local Platform Innovation: While the club remains committed to NESN, Kennedy hinted that the Red Sox might look for ways to augment the local viewing experience. This could involve a dedicated Red Sox streaming portal or a new “fan‑centric” mobile app that offers in‑game statistics, behind‑the‑scenes footage, and interactive features. “We’re not abandoning NESN. We’re looking for ways to supplement it and bring fans a richer experience.”

• Revenue Diversification: Kennedy emphasized that the new TV structure could also help the club diversify its revenue streams. With more games potentially appearing on national networks and streaming services, the Red Sox could secure higher broadcasting fees, which could help fund future player acquisitions or improvements to Fenway Park’s facilities.

The Larger Implications for Baseball Broadcasting

Kennedy’s remarks reflect a larger trend in MLB’s broadcast strategy: a move toward a more fluid, multi‑platform approach that acknowledges the changing ways fans consume content. The league has been testing new formats that blend linear TV, streaming, and even social media integrations – a trend that the Red Sox are poised to participate in.

In a related article on the MassLive website, the coverage delved deeper into NESN’s role in the future of baseball broadcasting. That piece highlighted how regional sports networks are facing an uncertain future as cord‑cutting trends rise. Meanwhile, the MLB’s official announcement of its new media deal with ESPN provided a backdrop that explains why clubs are looking for new ways to monetize their broadcast assets. Kennedy’s comments, therefore, are part of a larger conversation about the “digital future of baseball.”

Looking Ahead

The Red Sox’s willingness to engage in a “major change” signals a shift in how the franchise will approach the evolving media landscape. By balancing their historic partnership with NESN and exploring new national and streaming opportunities, the club is positioning itself to reach a broader fan base while keeping its brand heritage intact.

What remains to be seen is how quickly the Red Sox will integrate these new broadcasting models. The league has announced that the new deal will take effect in the 2026 season, so the next few years will be critical in determining how the club navigates the shifting landscape. If the team can successfully blend local and national distribution with an innovative streaming strategy, it could become a template for other franchises seeking to thrive in a world where traditional cable is no longer the only way to watch baseball.