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Marketing and Sponsorship

Scotts Activating MLB Sponsorship Around Opening Day, Close To Extending Deal

MLB corporate sponsor Scotts is tying its lawn-care products to Opening Day with a baseball-themed promotion. Meanwhile, sources said the brand is close to extending its MLB sponsorship, as it enters the '12 season in the third and final year of its current agreement. “Major League Baseball has been a unique and authentic connection for us,” said Scotts VP/Global Lawns Marketing Rich Foster, “and Opening Day really provides a connection for consumers to think about taking care of their lawns.” Scotts will roll out a “Take the Fields" promo this week in which consumers can enter on Facebook to win tickets to the '12 MLB All-Star Game and World Series. The promo is being supported by TV, radio, POS, digital and MLB venue ads.  Scotts will integrate its new “Scott for Scotts” character-based campaign across its MLB media buy, which includes Fox, ESPN, MLB Network and MLB.com. The lawn-care brand, in the midst of introducing its Snap cartridge-based lawn-care system, is also continuing with sponsorship deals that package branded grounds crew with the Braves, Red Sox, Cubs, Reds, Angels, Yankees, Phillies, Cardinals and Rangers. Its MLB marketing program has grown to include Ace Hardware this year, which have retail specific promotions. Scotts will also again sponsor MLB All-Star game balloting. At this year’s version of the MLB Fan Cave, opening this week, Scotts will brand green carpeting to emulate MLB’s verdant fields, as well as have street teams giving away Yankee tickets and pocket MLB guides. ESPN Radio’s "Mike & Mike in the Morning" will broadcast from the Fan Cave, during which Scotts will have sponsor integration. "Obviously, now is a critical time of year for our business, so MLB is the right property at the right time for us," said Scotts Lawns Marketing Brand Manager John Price, without commenting directly on the pending renewal.

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NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

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On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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