Major League Baseball signs deal with lawn care company 21/01/2010 |
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Major League Baseball has signed a multi-million dollar sponsorship deal with US lawn care company Scotts Miracle-Gro.
Financial terms were not disclosed but Reuters quotes a source as saying that Scotts’ annual contribution will be in the “high seven figures” and that its overall annual spending on baseball will be in the “eight-figure range”.
Scotts will launch a range of licensed products such as grass seeds and fertilizers as part of the deal, as well as baseball-themed advertising, in-park signage and partnerships with several teams.
The MLB agreement is the largest sports sponsorship to date for Scotts, which is also involved in NASCAR and the University of Florida sports programme.
MLB's executive vice president of business Tim Brosnan said he expects the league’s sponsorship revenue to rise by double digits on a percentage basis this season.
"The sponsorship environment is flat out tougher than it ever has been in the last 10 years," he added. "This deal speaks volumes about the health of our brand."
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