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March 24, 2009

Field of Dreams

Yankees Baseball fans’ fantasy of recreating a corner of Yankee Stadium in their own backyard can now literally become reality. Coming soon to a Home Depot near you are Yankees Sod and Yankees Grass Seed.

The extensions may at first seem like a stretch and divorced from the Yankee brand's core values. But there is a lot more to them than many brand extensions these days. Both products are produced by the family that has been supplying the Yankees with turf for almost 50 years.

David Andres, head of business development at DeLea Sod Farms, came up with the idea of licensing the Yankees’ brand; to exploit the idea, he helped found Stadium Associates to market the products.
Each bit of sod is delivered with a Major League authenticity certificate (“official grass of the New York Yankees”). The dirt doesn’t come cheap – five square feet will set you back $7.50.

For full coverage in the New York Times, click here.

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About This Blog

Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.

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