Lawn-care manufacturer the Scotts Company has announced a deal to start licensing the grass seeds and blends used in some of the most iconic baseball parks in the country, allowing homeowners to put a piece of Fenway or Wrigley in their backyards—without vandalizing the outfields of those famous stadiums.
Announced last week, the multi-year relationship with Major League Baseball Properties (MLBP) designates Scotts as the “Official Lawn Care Company of Major League Baseball” and extends beyond the license deals to sponsorship, national MLB-themed advertising, and partnerships with local MLB clubs.
Five MLB franchises will put their names on the first batch of Scotts “Grounds Keepers Select” grass seed mixes, available at retail in March—in time for baseball’s Opening Day. Under those arrangements, Scotts will market blends in conjunction with Fenway Park, Wrigley Field, the Cincinnati Reds’ Great American Ballpark, the Philadelphia Phillies’ Citizens Bank Park and the St. Louis Cardinals’ Busch Stadium.
Designed in consultation with the grounds staffs at each of these ballparks, the new product line will carry the signatures of their head grounds keepers on the packaging. Products linked to other MLB clubs are still in development, according to Scotts.
While promotional efforts for the seed blends will center on the teams’ home turf (so to speak,) the five varieties of the products will be available nationwide. Packaging will instruct customers whether their area offers optimum conditions for growing a particular variety of “Grounds Keepers Select” blend.
“The overlap between baseball fans and homeowners is immense,” John Price, Scotts brand manager for lawn marketing, said in a release. “Now fans can use the same Scotts technology and seed varieties used on Major league baseball fields to achieve premium results on their home lawns.”
“The grass on the field of play is part of the very foundation of baseball,” MLB executive vice president for business Tim Brosnan said. “With the help of Scotts, our fans can challenge their local clubs for the title of who has the ‘best lawn in the neighborhood.'”
As part of the sponsorship deal, for which terms were not revealed, Scotts will get in-stadium exposure with its MLB partners the Atlanta Falcons, Boston, Chicago Cubs, Los Angeles Angels of Anaheim and Texas Rangers, as well as the clubs in Boston, Cincinnati, Philadelphia and St. Louis. The company will also have the right to use team logos in local ads and promotions within these markets.
Part of the agreement calls for Scotts to make a large ad commitment to national MLB TV rights holders and other MLB-produced programming. Under these terms, Scotts will air MLB-themed commercials and display the MLB and ball club logos on an array of in-store marketing materials. The company has also agree to sponsor an attraction at All-Star FanFest, the public celebration held during baseball’s mid-season All-Star Break, scheduled this year for July 13 at Angel Stadium in Anaheim CA.
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