Construction & Industrial brands, particularly in the Masonry, Excavation & Landscaping subcategory, are increasingly leveraging sponsorships where their product is also the service provided. The “Landscaping Services” asset is a unique sponsorship type—these brands aren’t just advertisers, they’re the vendors ensuring teams have pristine turf, fields, and stadium landscapes.

Total Spend & Revenue Breakdown

The category has generated $13.1M in sponsorship spend across 40 brands, with an average deal size of $209K and median of $174K. A large portion (55%) is allocated to signage, but the landscaping services asset itself represents a critical in-kind or integrated deal that delivers both visibility and functional value to teams.

Notably, brands like FieldTurf, Pennington, Davey Tree, and South Hills Irrigation & Turf are leaders here, often tying their services directly into team partnerships. 

Examples of Brands as Vendors

The marketing asset analysis shows a range of vendors engaging teams:

• A&A Lawncare partnered with FC Cincinnati (MLS)
• Brummel Lawn and Landscape aligned with the Kansas City Royals (MLB) and Sporting Kansas City (MLS)
• Ag-Pro supported the Columbus Crew (MLS)
• Ram Jack and South Hills Irrigation & Turf also activated in multiple sponsorships

These aren’t just sponsorships in the traditional sense; they demonstrate a functional integration of brand service into stadium and team operations.

Across all Construction & Industrial brands, the most common activations include Official Sponsor / Use of Marks (62% of deals), Digital Ad Videoboards (43%), and Ribbon Board Ads (41%). But for landscaping vendors, service integration (16% of deals) stands out as the signature play. These brands gain exposure while also delivering tangible value, keeping teams’ facilities in top shape.

By positioning themselves as both service providers and sponsors, landscaping and turf brands carve out a unique sponsorship niche. Their partnerships go beyond visibility—they’re literally the foundation of the playing surface, making these deals both strategic and indispensable.

SPND Information includes data from MLB, MLS, NBA, NHL, NFL, WNBA, NWSL, F1

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