Bermuda has signed up a $650,000 promotion deal with US baseball giants Boston Red Sox. Last year Bermuda had a $500,000 deal with the New York Mets.

Probed on the team switch, Premier and Tourism Minister Ewart Brown said: "This is an upgrade. We have found a way to make an even stronger marketing stand at a time when gaining an edge on the competition is more important than ever."

The deal also gives Tourism a working relationship with the New England Sports Network or NESN with an average audience of 700,000 viewers per game, primarily in the New England area.

"New England is a market where we want to raise Bermuda's visibility. NESN will help us do that," said the Premier.

He added that no regional sports broadcaster in America brings a higher market share for baseball than NESN.

"In New England baseball is practically a religion.

"We will air Bermuda Tourism television commercials and billboards on NESN as well as feature the 'Feel the Love' brand prominently on NESN.com."

The Boston Red Sox will host 'Bermuda Night' at Fenway Park on June 19, when the Red Sox play the Atlanta Braves.

Bermuda entertainment will be provided and promotional materials distributed.

Bermuda Tourism will have a presence at Fenway Park during every home game. And one punter from the Fenway Park stands and a guest will win a trip to Bermuda if a Red Sox player hits a home run during a pre-selected half-inning.

The new marketing partnership also allows the promotion of Bermuda to golf fans at the Deutsche Bank Championship in September, said the Premier at a press conference at Port Royal Golf Course yesterday.

"It is no secret that golf especially this beautiful golf course here at Port Royal will play a major role in the way we market Bermuda Tourism going forward.

"Fenway Sports Group is an exclusive sponsorship partner of the Deutsche Bank Championship and we will be working with them to tout the 'Feel the Love' message at the TPC Boston golf course during Labour Day weekend."

Marketing with professional sports teams served Bermuda well, said the Premier.

"We think this is the best sports marketing package we have captured thus far."

Eric Baldwin, championship director of the Deutsche Bank Championship, said: "Bermuda is one of the most desirable golf destinations in North America.

"The Deutsche Bank Championship attracts a vast audience of golf enthusiasts from across New England and Bermuda Tourism will have a great opportunity to bring the Island to life in our Gosling's Dark 'n' Stormy Tavern."