Opening Week Activation Features Concerts By Aaron Lewis and Far East Movement,
and Remote Broadcast of ESPN’s “Mike & Mike in the Morning” at the MLB Fan Cave,
Donation to Boys & Girls Clubs of America and New National MLB-Themed Ads
Major League Baseball Properties (MLBP) and The Scotts Company LLC (Scotts) today announced a multi-year extension of their sponsorship agreement, with Scotts remaining the “Official Lawn Care Company of Major League Baseball”, a designation held since 2010. Beginning this year, Scotts will launch a new platform, “Take The Field”, during Opening Week, celebrating the return of our national pastime, and reinforcing the connection between the sight of lush, green lawns and the start of baseball season. Scotts is the first Official Lawn Care Company for MLBP, and the relationship is the largest sports sponsorship for Scotts, the market leader in consumer lawn and garden care.
The “Take The Field” program will feature new, MLB-themed advertising, a social media program linked to a significant donation to Boys & Girls Clubs of America and a considerable presence at the MLB Fan Cave in New York. This event includes a “green carpet” on the corner of 4th Street and Broadway in Manhattan, an Opening Night concert featuring performances by both Aaron Lewis and Far East Movement on Wednesday April 4th, and an appearance by baseball legends Bernie Williams and Mitch Williams the following day.
“The look and smell of freshly-cut grass are synonymous with baseball, and no one takes better care of a field than Scotts,” said Tim Brosnan, executive vice president, Business, Major League Baseball. “Scotts and Major League Baseball appreciate how players and fans, alike, look forward to that beautiful patch of green each time they head to the ballpark, especially on Opening Day. We are extremely pleased to have them as our official lawn care company for years to come, and are thrilled to see what they have in store for the exciting new ‘Take The Field’ Opening Week program.”
Beginning on Opening Night, Wednesday April 4th, Scotts and Major League Baseball will “roll out the green carpet” and display Scotts branding on-site at the MLB Fan Cave, a unique event space in Greenwich Village, mixing baseball with music, popular culture, media, interactive technology and art. The April 4th musical performances by Aaron Lewis and Far East Movement at the MLB Fan Cave will be followed by a celebrity appearance the following day and an opportunity for fans to win free Yankees tickets. Scotts will also have a season-long presence at the MLB Fan Cave, both on-site and through MLBFanCave.com. Additionally, ESPN’s national radio and television show, “Mike & Mike in the Morning” will broadcast live from the MLB Fan Cave on both Wednesday April 4th and Thursday April 5th.
“We have a unique and authentic connection to the game of baseball. Opening Day is a great reminder to consumers to get out there and take care of their lawns,” said Rich Foster, vice president, Lawns Marketing, Scotts. “This partnership amplifies our consumer messages within MLB games and media properties, and delivers them within the context of one of their passion points – baseball.”
Additionally, Scotts will launch an interactive charitable program benefiting Boys & Girls Clubs of America. Beginning the first week in April, for every new “like” on the Scotts Facebook page from March 28 to June 30, 2012, Scotts will donate $1 to Boys & Girls Clubs of America, up to $150,000. Through this donation, Scotts and Major League Baseball will be refurbishing baseball fields used by Boys & Girls Clubs of America.
By “liking” Scotts on Facebook, fans can also gain access to the sweepstakes, where the winner will earn the opportunity to “Take The Field” at the 2012 MLB All-Star Game and World Series.
As part of its national sponsorship commitment, Scotts will debut new national MLB-themed commercials featuring “Scott for Scotts”. Additionally, Scotts made significant media commitments to national Major League Baseball television rights holders, as well as to other MLB-produced programming, and the MLB logos will be prominently featured on a wide range of in-store marketing materials throughout the year. Also, Scotts will sponsor a premiere attraction at MLB All-Star FanFest, and is the presenting sponsor of MLB.com’s number one fantasy game, “Beat the Streak”.
In addition to the launch of the “Take The Field” program, Scotts has maintained sponsorship agreements with the Atlanta Braves, Boston Red Sox, Chicago Cubs, Cincinnati Reds, New York Yankees, Philadelphia Phillies, St. Louis Cardinals and Texas Rangers. Scotts will have in-stadium exposure, as well as the ability to feature Club logos in local advertising and promotions for these markets.
About Major League Baseball Properties
The Major League Baseball Clubs formed Major League Baseball Properties (MLBP) in 1966 as the Clubs’ agent for marketing and trademark licensing and protection. Major League Baseball Properties is responsible for managing consumer licensing activities, developing national advertising campaigns, cultivating sponsorship opportunities with major consumer brands and corporations, growing the game and the business of baseball outside the United States and creating national marketing programs in conjunction with Clubs, broadcast rights holders and national sponsors. MLBP also operates a full-service video and audio production unit (Major League Baseball Productions), a publishing division and stock photo licensing agency, and manages logistics for the All-Star Game and World Series as well as all other special events. For more information on Major League Baseball, log on to www.MLB.com.
With nearly $3 billion in worldwide sales and more than 8,000 associates, The Scotts Miracle-Gro Company, through its wholly-owned subsidiary, The Scotts Company LLC, is the world's largest marketer of branded consumer products for lawn and garden care, with products for professional horticulture as well. The Company’s brands are the most recognized in the industry. In the U.S., the Company's Scotts®, Miracle-Gro®, and Ortho® brands are market-leading in their categories, as is the consumer Roundup® brand, which is marketed in North America and most of Europe exclusively by Scotts and owned by Monsanto. In the U.S. the Company operates Scotts LawnService®, the second largest residential lawn care service business. In Europe, the Company’s brands include Weedol®, Pathclear®, Evergreen®, Levington®, Miracle-Gro®, KB®, Fertiligene® and Substral®. For additional information, visit us at www.scotts.com.