Wednesday, September 17, 2008

TruMedia picks up Hub sports-focused websites

By Mass High Tech Staff

TruMedia Networks LLC reports buying Red Sox, Celtics, Patriots and Bruins-themed social networks from Boxcar Media LLC.

TruMedia, based in Boston’s Brighton neighborhood, bought the online fan communities Sawxheads.com, Celtsheads.com, Patsheads.com and Blackandgoldheads.com, from Boxcar, a North Adams-based website developer. The company would not disclose the financial terms of the transaction.

On the sites, users can create a profile, post in forums, write blogs, upload photos and keep up to date on team news, the company said. Sawxheads recently struck an advertising deal with the Yawkey Way Store, a sports souvenir and apparel store across the street from Fenway Park. Sawxheads boasts high-profile members including former NESN personality Hazel Mae and Red Sox color analyst Jerry Remy, both of whom wrote a blog on the site.

Boxcar runs web marketing company AgencyBCM and websites including motorsports marketplace Racingjunk.com, news site iBerkshires.com, job board berkshirejobs.com, and commercial artist portfolio dannyoart.com.

TruMedia recently hired Rafe Anderson, a former executive for the Red Sox and the team’s sister company Fenway Sports Group, as its CEO. Anderson developed a program that would enable season ticket holders to resell tickets online for the Red Sox and developed an online marketing strategy for NASCAR team Roush Fenway Racing at Fenway Sports.