Grass Seed Company to Target Homeowner Aspirations

Opening day is weeks away but some baseball fans will soon be hearing pitches that entice them to make their lawns look just as nice as the grass on the diamond at their favorite ballpark.  This year, The Scotts Company, LLC is the “Official Lawn Care Company of Major League Baseball.” According to press releases, Scotts will be selling branded grass seed and fertilizer that has been specially formulated to match what fans see in their ballparks.

To date, fans of the following baseball teams will be able to buy branded lawn products:

  • Boston Red Sox
  • Chicago Cubs
  • Cincinnati Reds
  • Philadelphia Phillies
  • St. Louis Cardinals

The grass on the field of play is part of the very foundation of baseball, so this deal with Scotts, the worldwide leader in lawn care, is a natural fit for Major League Baseball,” said Tim Brosnan, Executive Vice President, Business, Major League Baseball. Brosnan anticipates that this partnership could result in homeowners competing for the best lawn in the neighborhood.

Scotts believes the agreement will expand to other MLB teams and expects to support this promotion with local advertising. This type of campaign marks a clever way to market products without the expense  of celebrity endorsers who might later prove embarrassing. It's also a great way to engage consumer behavior. The eventual outcome of this type of promotion is worth watching.

[Source: MLB release on Scotts, 1.20.2010]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.