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.