Check out where Scotts is staking out new turf.
ScottsMiracle-Gro, the No. 1 U.S. lawn-care company, is taking a swing at winning over baseball fans with its latest sponsorship deal, which allows customers to buy the same grass seed and fertilizer used to grow the lush, green fields at the ballparks of such teams as the Chicago Cubs and Boston Red Sox.
Scotts has signed a multiyear, multimillion-dollar deal with Major League Baseball that includes licensed products, baseball-themed advertising and partnerships with eight of the teams. A source close to the deal who asked not to be identified said Scotts' annual commitments are in the high seven figures, with overall spending on baseball in the eight figures.
"It's a powerful feeling when you walk through the concourse and see that emerald green field in front of you," Scotts brand manager John Price said of entering a ballpark.
"I don't mean to get Field of Dreams-ish, but it's a powerful emotion for consumers and really tapping into that emotion and showing off what Scotts products can do, there's no better product showcase than that," he said in a telephone interview.
MLB officials are also excited, given how the weak economy has hurt corporate spending on sponsorships. They expect 2010 league sponsorship revenue to rise double-digits percentage wise.
