Ball Corporation sign deals with Arsenal, LA Rams and Denver Nuggets

Ball Corporation have become official partners of Premier League club Arsenal, NFL team Los Angeles Rams and NBA side Denver Nuggets, to help promote sustainability.


An aluminium company, Ball Corporation and Kroenke Sports Entertainment, the firm who owns the three sports teams, have agreed the terms of the global partnership which will come into immediate effect.

The Pepsi Centre as it’s been known since 1999, home of the Denver Nuggets, Colorado Avalanche and Colorado Mammoth, will be renamed to Ball Arena. As well as the deal influencing operations at the Emirates and SoFi Stadium.

The partnership aims to emphasise the importance of sustainability in sporting arenas while raising the awareness of sustainable beverage packaging. The first time KSE’s sport portfolio have formed a partnership together.

Ball Arena will become KSE’s exclusive sustainability partner aiming to scrap the use of plastic by 2022, only to use aluminium packaging for beverages.

While, over at the SoFi Stadium, Ball will become the official infinity recyclable aluminium packaging partner for the LA Rams. The enormous 70,000-seater stadium, which can be extended to 100,240, only opened last month and will use infinitely recyclable aluminium cups for beers and cocktails.

The same cups will also be used by the team in the training facilities and on game day allowing Ball to create awareness and synergy between the two organisations. Thus, enabling Ball to help the local community through events, recycling improvements and education.

At the home of Arsenal FC, Emirates Stadium, Ball will become the official sustainable aluminium beverage packing partner for Premier League team Arsenal. The partnership will support the Gunners in reducing their impact on the environment while educating their global fanbase regarding recycling and green energy.

All three sporting stadiums will also feature Ball’s in-venue beverage packaging solutions.

Peter Silverstone, Arsenal’s Commercial Director has said: “This is the start of an exciting journey between Arsenal and Ball Corporation,

“Underpinned by cutting-edge technology and a strong belief in the power of education, sustainability is a core pillar of Ball Corporation’s business. They have a great track record in this space and the global agreement with the KSE group - which includes a Premier League club with its global reach and engagement - shows their understanding of the power of football and a commitment to making a difference across sport.

“We see a lot of synergies between Ball and Arsenal that will help us drive this partnership forward and help make sustainable thinking normal practice for our global community.”

“This is a unique opportunity to both bring aluminium beverage packaging into sports venues and partner with an iconic team that is already leading the way on sustainability. We look forward to working together to offer fans more sustainable in-venue options and raise awareness for the importance of aluminium recycling.” Says Ball’s Chief Executive John Hayes.

As sports fans have become more socially aware, the partnership intrigues fans across sports with the three teams focusing on being green and sustainable. However, fans may have to wait for some time to see the effect in stadiums due to the coronavirus pandemic preventing fans from attending live games.

The length and value of the deal is yet to be disclosed.



Author: James Parker


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