Red Sox CEO Lucchino was fuming on day of 2004 parade because of lost sweatshirts

Larry Lucchino was not too happy the day of the 2004 Red Sox championship parade.

Red Sox CEO Larry Lucchino wanted the proceedings of Oct. 30, 2004 to unfold “without a hitch.”
That was the day the Red Sox organization would celebrate their first World Series title in 86 years with over three million fans in the streets of Boston.

Lucchino, however, became upset with several staffers when he learned that all Red Sox players weren’t wearing sweatshirts which bore a uniform Red Sox championship logo, according to “Francona: The Red Sox Years,” a newly released book by Dan Shaughnessy.

The sweatshirts had apparently gone missing the day of the parade and Lucchino was fuming.

“What’s going on guys?” then-Red Sox manager Terry Francona asked when he heard a commotion.

Francona overheard Lucchino muttering, “Can’t you guys do one thing right?”

“God damn it Larry, we just won the f***ing World Series,” Francona said in the book. “Who cares what we wear, we could go down the street naked and they’d still clap for us.”

Francona said that Lucchino and the Red Sox had planned to sell the sweatshirts worn by the players in the parade.

“They were hideous,” Francona said, hinting that the sweatshirts may have been lost on purpose. “No one wanted to wear them.”

In excerpts from Shaughnessy’s book released last week, former Red Sox GM Theo Epstein was very concerned with the franchise putting marketing ahead of baseball operations during his tenure.

“They told us we didn’t have any marketable players, that we needed some sizzle,” Epstein said. “We need some sexy guys. Talk about the tail wagging the dog. This is like an absurdist comedy. We’d become too big. It was the farthest thing removed from what we set out to be.”


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