In the spring of 2000, my friends and I walked to Fenway Park, the home of the Red Sox, to earn the extra funds by capitalizing on the “Yankees Suck” chant that echoed from the stadium.
You heard it during every game, even when Boston’s nemesis from New York wasn’t in town. So we sold rivalry-fueling merch on the sidewalk to fans as they left. It was wildly successful and earned me hundreds of thousands of dollars—more money than I’d ever seen. The Bridge Nine record label gained worldwide recognition by releasing dozens of new albums, all funded by Boston sports fans. This new opportunity in the Fenway streets proved to be a better business than selling records, and so a second brand was born, Sully’s. Over twenty years later, they share a headquarters and retail store in Beverly, Massachusetts.
