When Rick Canale wanted to boost sales at his family's flower shop, he did something most entrepreneurs would never dream of: He called the Boston Red Sox. Wowed by Canale's energy and marketing ideas, the club gave Exotic Flowers a three-year exclusive as "Official Florist of the Boston Red Sox," and business is up 10% since the deal began. According to the Red Sox, size is irrelevant in evaluating potential sponsors. "We don't look at someone's market cap to decide if they're going to be a good partner for us," a team executive says.
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