Scotts Miracle‑Gro announced that it will acquire the naming rights to the Columbus Crew’s downtown stadium, which will be renamed "ScottsMiracle‑Gro Field" beginning with the 2026 season. The agreement extends the company’s 15‑plus‑year partnership with the Crew and adds a high‑profile marketing asset that will be visible to every fan, media outlet and visitor at the venue.
The new naming rights deal builds on a long‑standing relationship that began when Scotts Miracle‑Gro became the Crew’s Official Lawn Care & Gardening Partner. The stadium, which opened in 2021, was previously known as Lower.com Field until that naming‑rights term ended on November 17, 2025. In addition to the stadium name, the agreement includes community initiatives such as youth soccer field refurbishments and a "Soccer in Schools" program, underscoring the brand’s commitment to local engagement.
Scotts Miracle‑Gro’s Q4 2025 earnings provide context for the marketing investment. The company reported an EPS of –$1.96, slightly missing the consensus estimate of –$1.97, and revenue of $387.4 million, below the $396.2 million forecast. The miss reflects weaker demand in legacy product lines, while a favorable mix and lower material costs lifted the gross margin to 30.6% from 23.9% in fiscal 2024. Net sales for the full year ended September 30, 2025 were $3.413 billion, a 3.9% decline from the prior year, but net income rose to $145.2 million from a $34.9 million loss in fiscal 2024.
The company’s guidance signals confidence in its future trajectory. Management projects low single‑digit growth in U.S. consumer sales for 2026 and has raised its non‑GAAP EPS guidance to $4.15–$4.35, reflecting expectations of continued margin expansion. The naming‑rights deal is positioned as a strategic marketing investment that complements the company’s focus on brand visibility in a major MLS market and supports its broader retail and community engagement strategy.
John Sass, SVP of Scotts Miracle‑Gro’s lawn business, said the partnership "shares a passion for fans, sport, and Central Ohio," while Columbus Crew President of Business Operations Mary Sherpo expressed pride in calling the new stadium "ScottsMiracle‑Gro Field."
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