Bailey Nurseries teams up as official partner of Minnesota United FC

Bailey Nurseries is now an official partner of Minnesota United FC.

The collaboration launches a multi-layered campaign that connects plants, community and professional sports. 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 company said.

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, the company said.

“We’re incredibly proud to partner with Bailey Nurseries, a multi-generational, family-owned Minnesota company with deep ties to the community,” said 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, the company said.

In addition to the campaign’s media presence, Bailey will be collaborating with Bill McGuire, who is leading the development of United Village, on the creation of Bailey Gardens, a roughly 1-acre public green space adjacent to the United Village Sculpture Plaza, with a centerpiece sculpture “The Calling” by international artist Andy Scott.

The partnership launched in June and will be active at all Minnesota United FC home games through the end of the 2025 season.