Scotts takes the field in Florida

IMG College and Sun Sports have announced that the Scotts Co. will become the “Official Lawn and Garden Company” of the Florida Gators.

The partnership began this academic year and is the first between Scotts and a college sports program. Under the agreement, Scotts will offer turf expertise and products for the Gators’ athletic venues. Scotts will receive category exclusive marketing and promotional rights, including associated radio, television, print, signage and Internet opportunities.

“Partnering with the Florida Gators reaches a tremendous fan base in one of the largest states in the country,” said Mike Lukemire, president of the Southeast region for Scotts Miracle-Gro. “Working with the Gators’ athletic turf managers to develop the best products for the soil and turf in Gainesville will translate to an experience that fans can then use in their own backyard.”

Florida Gator and Scotts turf professionals will also appear in television spots offering lawn tips to Florida viewers. Scotts’ messages will appear on Sun Sports, radio on the Gator Network, in Ben Hill Griffin Stadium and on Gatorzone.com.

“We are proud to partner with the Scotts Co. as the ‘Official Lawn and Garden Company’ of the Florida Gators,” added Cathy Weeden, general manager, Gator Sports Marketing and IMG College. “We are confident that the Scotts Advantage will give the Gators the edge in turf at Ben Hill Griffin Stadium and other UF athletic venues.”

IMG College, a division of IMG Worldwide, develops integrated licensing, marketing and multimedia opportunities for collegiate brands. Sun Sports is the multimedia rights partner for the University of Florida’s University Athletic Association.