What Scotts Miracle-Gro’s New Stadium Deal Teaches Us About Employee Engagement Through Live Experiences
Introduction
With Scotts Miracle-Gro securing naming rights to the Columbus Crew’s stadium, the move reflects far more than a marketing play. It’s a cultural statement, one that strengthens employee pride, deepens local identity, and creates shared experiences that bring teams together.
This moment highlights a bigger trend: companies are increasingly using live events to energize employees, reinforce values, and build internal loyalty.
Live Experiences as a Cultural Engine
When an organization aligns itself with a venue, team, or local sports community, it creates new touchpoints for employee connection. Stadium naming rights amplify:
Pride & belonging — employees feel tied to a hometown legacy.
Shared moments — live matches turn into cultural rituals.
Internal storytelling — the brand becomes part of the city’s fabric.
But the real opportunity isn’t just the name on the building, it’s how the company uses the seats inside it.
Where Concierge Live Comes In
Companies with premium tickets or VIP access often struggle to ensure those experiences actually strengthen culture. That’s where Concierge Live transforms the process.
With our platform, companies can:
Fairly distribute seats to employees across departments, regions, or tenure bands.
Run employee giveaways or recognition programs tied to live events.
Track participation to understand what truly engages your teams.
Automate logistics so HR and internal comms teams stay focused on outcomes, not managing spreadsheets.
Why It Matters
Scotts Miracle-Gro’s deal is a reminder:
Live experiences have become one of the most powerful tools for employee loyalty and internal connection. When companies manage event access with intention, supported by the right technology, it becomes more than entertainment. It becomes culture.
