First-of-its-kind collaboration unites Minnesota-grown roots with pro-level reach
St. Paul, MN (July 14, 2025) – Bailey Nurseries has kicked off a strategic partnership as an Official Partner of Minnesota United FC. The collaboration launches a multi-layered campaign that connects plants, community, and professional sports in a new and unexpected way. A fifth-generation, family-owned company based in Minnesota for 120 years, Bailey is proud to partner with another homegrown organization to celebrate community connections, shared values, and a local presence with national visibility.
The partnership blends the Bailey name with its consumer-facing plant brands through in-stadium digital signage at Allianz Field and broader visibility on MLS Season Pass on Apple TV. The campaign is designed to inspire home gardeners, spark discovery of new plant varieties, and guide fans directly to their nearest independent garden center through Bailey’s “Find a Retailer” platform.
“We’re always looking for new ways to show up authentically in the lives of home gardeners. Not just where they expect to see plants, but in the places that they’re already tuned in: at home, online, and in the stands,” said Ryan McEnaney, fifth-generation owner and spokesperson for Bailey Nurseries. “This partnership reflects our evolving approach to brand engagement, our pride in being a Minnesota-grown company, and our belief that plants and community belong in every space, including professional sports.”
Bailey’s internal research revealed a strong correlation between Major League Soccer fans and home gardeners, making the season-long partnership a powerful channel to meet an already-engaged audience where they spend their time. This reflects Bailey’s broader marketing strategy: honoring its presence in traditional garden channels while actively expanding into lifestyle spaces that align with today’s garden-minded consumer.
“We’re incredibly proud to partner with Bailey Nurseries, a multi-generational, family-owned Minnesota company with deep ties to the community,” adds Bryant Pfeiffer, Minnesota United FC Executive Vice President and Chief Revenue Officer. “This partnership not only reinforces our dedication to meaningful local relationships but also opens the door to innovative fan engagement opportunities and community-based initiatives that align with our Club’s mission. We can’t wait to grow together with Bailey Nurseries and look forward to the lasting impact this partnership will have for our Club, fans, and community.”
From stadium signage to public green space, the Bailey–MNUFC partnership is designed as a holistic expression of community connection, sustainability, and visibility. In addition to the campaign’s media presence, Bailey is honored to collaborate with Dr. Bill McGuire, who is leading the development of United Village, on the creation of Bailey Gardens. Bailey Gardens is a roughly one-acre public green space that will be adjacent to the United Village Sculpture Plaza, its iconic centerpiece sculpture The Calling by international artist Andy Scott, and the widely acclaimed Allianz Field. Inspired by Dr. McGuire’s long-standing passion for horticulture and his vision for integrating nature into the urban fabric of the stadium district, this space is intended to offer natural beauty, education, and a welcoming gathering place for fans and neighbors alike. With opportunity for future use by both the horticultural industry and the broader community, Bailey Gardens embodies the shared belief that green spaces enrich lives and bring people together.
The partnership launched in June and will be active at all Minnesota United FC home games through the end of the 2025 season.
About Minnesota United FC:
Professional soccer has been a part of Minnesota for over four decades, and since 2013, Minnesota United FC has been at the forefront of growing the game at all levels. MNUFC currently competes in three different levels established by Major League Soccer: Minnesota United FC (MLS), MNUFC2 (MLS NEXT Pro) and the MNUFC Academy (MLS NEXT). Allianz Field – constructed in 2019 in the Midway neighborhood of Saint Paul, Minnesota – is the home to Minnesota United games, and the club trains at the National Sports Center in Blaine, Minnesota. In 2025, MNUFC’s first team returns to the pitch for its ninth season in MLS.
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ABOUT BAILEY
Bailey is a fifth-generation, family-owned horticultural company serving customers worldwide. Headquartered in St. Paul, Minnesota, along with operations in Oregon, Washington, Illinois, and Georgia, they are known for producing and distributing top-quality plants, marketing support services, and sought-after genetics. Bailey Consumer Brands – Endless Summer® Hydrangeas, First Editions® Shrubs & Trees, and Easy Elegance® Roses – are widely recognized as premier products in the industry.