Yankees Grass Is Now a Brand

Yankees Sod, which is grown on 80 acres in South Jersey, will soon be available at New York City-area Home Depot stores.

By JOHN BRANCH

BRIDGETON, N.J. — Just when it seemed that all the sports-licensing ideas had been exhausted — coffins with team logos, unveiled a few years ago, could have reasonably been the presumed end — along comes something that has been growing in plain sight all along.

Yankees Sod.

A tuft for the windowsill? A pallet for the backyard? Officially licensed grass is about to be sold, in the form of sod or seeds, to fans who want a patch to call their own.

“It’s just capitalizing on what we have and what we’ve done,” said Rick DeLea, vice president of DeLea Sod Farms, which his grandfather founded in 1928 and has supplied turf for Yankee Stadium since the 1960s.

On a recent morning, Mr. DeLea swept his hand across a portion of the 80 acres of Yankees Sod on a vast hillside in South Jersey. Last fall, some of the secret blend of bluegrass was peeled in broad strips, hauled north on trucks and laid inside the new Yankee Stadium. But most of it was still here, greening under a late-winter sun.

“It’s going to be one of those ‘Why didn’t I think of that?’ stories,” said David Andres, the energetic and entrepreneurial man who came up with the idea of selling sod and grass to fans.

A former consultant with the company and now Mr. DeLea’s vice president for business development, Mr. Andres saw a field of bluegrass far bigger than the two and a half acres needed to cover the grassy portions of the new Yankee Stadium. The team had asked Mr. DeLea to reserve 10 acres for the stadium, apparently in case of some horrific horticultural incident in the Bronx, but that left a lot of leftover sod.

“I said: ‘Rick, you’re sitting on it. Why not do something with it?’ ” Mr. Andres said.

Actually, Mr. DeLea had been doing something with it. He sells the same three-variety blend of Kentucky bluegrass from this field to other clients. A high school in West Long Branch, N.J., had 16 acres installed last fall, when it was just called sod. Not Yankees Sod.

Mr. Andres, a self-described “sell ice to Eskimos kind of guy,” took the idea of licensing the product to the Yankees and Major League Baseball. He received the requisite stamps of approval and started a company called Stadium Associates to market Yankees Sod and Yankees Grass Seed.

It makes one wonder if other licensed permutations will follow — Cubs Ivy or Daytona Asphalt or Cameron Indoor Hardwood Floors, using the same vine, road mix or batch of trees as the sports arenas.

For now, Mr. Andres and three partners have visions of Cubs Sod and Red Sox Sod and other licensed sod. They have reached out to the farms that supply the other 27 major league teams with natural-grass fields.

But Major League Baseball is taking it one team at a time.

“We want to see how this goes,” Howard Smith, baseball’s vice president for licensing, said. “But we want all of our licensees to be wildly successful.”

Yankees Sod will be available at New York City-area Home Depot stores near the end of the month. A patch a little bigger than five square feet — 16 inches by 4 feet — will cost $7.50, Mr. Andres said. It may cost a few thousand dollars to cover a large backyard, but the sod comes with a certificate of authenticity from Major League Baseball, complete with the counterfeit-proof hologram, declaring it to be the official grass of the New York Yankees.

Yankees Grass Seed will also be available, in gift-friendly novelty sizes of three ounces and eight ounces, at Yankee Stadium and other places. Home Depot will carry bigger bags of seed.

Mr. Andres wants to sow grass seed in small planters, too, for fans who may want a little patch to water and cut, kind of like bonsai groundskeepers. He is even pondering miniature desktop replicas of the stadium filled with blades of Yankees Sod.

“It is something that is green,” Mr. Andres said, referring to the environmental benefit of the product, if not the awe-inspiring color that greets fans as they step through the stadium portals. “It is something that is connected to America’s pastime. It is something that is affordable. And it is something that every fan can appreciate.”

Except Mets fans, perhaps.

Mr. DeLea, an unassuming man who oversees a 13-farm sod empire with the help of a helicopter he pilots, supplies various varieties of turf, from bluegrass to bentgrass, to clients that include well-known golf courses and small municipalities.

He said that the bluegrass developed for the Yankees took about 14 months to mature. The DeLea sod laid in Yankee Stadium last fall, like the sod remaining on this hillside parcel, was planted in the spring of 2006. More is being planted at various sod farms for fans.

Mr. DeLea said that Yankee Sod was fine for a lawn that receives full sun, drains well and is reasonably maintained.

As the men turned to walk off the lush grass and into a van parked in the dirt, where sod once grew — the sod now in Yankee Stadium, perhaps, or maybe just at a high school in New Jersey — Mr. Andres mindlessly flicked the ashes of his cigar onto the turf.

Mr. DeLea scolded him and rubbed out the embers with his shoe. After all, this was not ordinary sod.

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