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.