DLF, parent company of Johnsons Lawn Seed, is the chosen lawn seed supplier for eight out of 12 stadiums for this year’s World Cup in Russia (14 June–15 July).

Set to be one of the most visually spectacular World Cups yet, with tens of billions of dollars having already been spent on upgrading stadiums and host cities, Johnsons Lawn Seed is now looking to help its retail partners make the most of premium lawn care sales this summer.

The Russian climate presents a string of performance challenges for turf grasses, and each stadium, located within completely different areas of the country, has had to take this into account when choosing its tournament grass. What works in one stadium may not work so well in another; however, the tetraploid perennial ryegrass variety included in both DLF professional turf mixes and Johnsons Lawn Seed’s latest consumer blends are exactly the same – both offering high tolerance to stress, a deeper root system, and a deep green colour.

Garden retail vs football

Grass is also expected to take centre stage in consumers’ minds this summer – which Johnsons Lawn Seed hopes will boost sales of grass seed, particularly when merchandised with sprinkler systems, rollers, aerators, edging shears, rakes and mowers.

DLF/Johnsons lawn seed consumer manager Guy Jenkins says: “Although we will of course see an abundance of immaculate grass playing surfaces on our television screens this summer, it’s not necessarily going to make people jump up and buy lawn seed.  However, it does give garden centres an ideal opportunity to prompt customers into stocking up on products that will help them achieve the ideal lawn for their gardens.”

What to recommend

“Those with football mad families will be searching for solutions to key summer lawn problems, particularly patches in high traffic areas, and will need recommendations on hardwearing grass seed for quickly and efficiently filling in the gaps.  For this particular issue, I recommend Tuffgrass (fine leaved Dwarf Perennial Ryegrass and Creeping Red Fescue) as it does what it says on the packet and is especially easy to merchandise in relation to summer sports with its package featuring afootball theme. 

“But for the fastest and most advanced solution we have available I have to recommend our latest green lawn technology breakthrough; Lawn Thickener.  An especially resilient product containing tetraploid perennial ryegrass with a unique dual coating of fast and slow release fertiliser, it’s safe to use around children and pets - but will deter birds from pecking at freshly sown areas.”

An expert guide to use for reference is available at johnsonslawnseed.com/repairing-patches.

More key sales opportunities

Wimbledon starts half way through Russia 2018, from the 2-15 July, and the new Premier League football season starts up again on the 11 August, prolonging summer/autumn lawn seed promotions and displays.