Excerpts from Terry Francona’s upcoming book paint an unflattering portrait of the Sox’ owners

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This is probably not too surprising, but Terry Francona’s upcoming book — excerpts of which were released today on WBZ’s website — have Tito taking shots at the team’s owners, saying that they don’t love baseball and put ratings and gate above all else.

Which, sure. They’re owners. That’s what owners do. But it sounds like the way they would have preferred that be carried out is rather, well, dumb:

The excerpt details a meeting with then-general manager Theo Epstein, Francona, Lucchino, [Tom] Werner and a tardy [John] Henry.

“Werner talked about slumping television ratings and whined, ‘We need to start winning in more exciting fashion,’” the excerpt read … “They told us we didn’t have any marketable players, that we needed some sizzle. We need some sexy guys,” Epstein said. “Talk about the tail wagging the dog. This is like an absurdist comedy. We’d become too big. It was the farthest thing from what we set out to be.”

Al Davis was at times an awful, awful sports owner, but at least “just win baby” makes some sense. I don’t recall any successful sports franchise whose mantra was “just win with sizzle” or “just win in an exciting fashion.”  If I was Theo Epstein or Francona I think I would have told those guys that I’d help supply the wins and for them to get their marketing department going on the sizzle.

Should be a fun book. Comes out on January 22.

Dodgers activate Adrian Gonzalez

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The Dodgers have reinstated first baseman Adrian Gonzalez from the 60-day disabled list after his recovery from a herniated disc. To make room for him they have optioned Rob Segedin to Triple-A Oklahoma City.

Gonzalez last played on June 11. Since then the Dodgers have gone an astounding 46-9, with shoe-in rookie of the year candidate Cody Bellinger handling first base duties and posting a .978 OPS. When Gonzalez went down he was hitting .255/.304/.339 and only one homer in 49 games.

It’ll be interesting to see what kind of playing time he gets going forward. The Dodgers, of course, have a comfortable lead in the NL West, so they could afford to allow Gonzalez to play a good bit to see if his bat sharpens up while simultaneously giving Bellinger, who has never played more than 137 games in a season, a bit of a breather. Beyond that, though, the Dodgers ain’t broke, so it’s hard to see why anyone would want to tinker with things.

Rays activate Kevin Kiermaier

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The Tampa Bay Rays have activated outfielder Kevin Kiermaier from the 60-day disabled list.

Kiermaier, who fractured his hip in early June, is batting leadoff and playing center field in tonight’s game against the Mariners. He was just 3-for-24 on his rehab assignment, but those aren’t usually predictive of anything. He was hitting .258/.329/.408 when he went down. Getting his bat — and, more importantly, his glove — back in the lineup will boost the struggling Rays in their quest for a playoff spot.