Sports Fans Unite for a Greener Future: The Kroenke Sports & Entertainment Green Action League
In a groundbreaking initiative bridging the passion of sports with environmental responsibility, Ball Corporation and the Kroenke Sports & Entertainment Group (KSE) launched the Green Action League at the close of 2024. This innovative inter-fanbase competition harnessed the competitive spirit of fans from four major sporting entities – the Los Angeles Rams, the Colorado Avalanche, the Denver Nuggets, and Arsenal FC – to promote sustainable behaviors and raise environmental awareness. The campaign, a testament to the power of collective action, saw fans vying for prizes while simultaneously contributing to a greener planet.
The Green Action League challenged fans to log "green actions," simple everyday activities that contribute to environmental well-being. These actions ranged from unplugging unused appliances and hang-drying clothes to using reusable bags and opting for plant-based meals. Fans earned points for each completed action, contributing to their individual and team scores. This gamified approach to sustainability not only fostered friendly competition but also incentivized fans to adopt greener habits. The three-week competition proved a resounding success, exceeding all expectations. Over 123,000 green points were accumulated across all participating fanbases, a testament to the enthusiasm and commitment of the fans involved.
The campaign’s success underscored the potent influence of sports in driving social change. For many participants, the motivation to contribute stemmed from their team loyalty. The chance to earn coveted prizes, such as court-side tickets, further fueled their engagement. However, the impact extended far beyond the lure of rewards. A remarkable 95% of participants reported that the team-centric nature of the competition motivated them to embrace greener habits, demonstrating the effectiveness of leveraging team spirit for environmental advocacy.
Destiney Garcia, a Denver Nuggets fan, and Heather Schneider, a Colorado Avalanche fan and zoologist, exemplify the campaign’s transformative power. Garcia, initially drawn by the prospect of winning court-side tickets, discovered the ease and impact of incorporating simple sustainable practices into her daily routine. Schneider, already environmentally conscious, saw the Green Action League as a perfect synergy of her passions for hockey and conservation. Both fans highlighted the campaign’s educational value, echoing the sentiment of 88% of participants who reported learning more about sustainability through the initiative.
The Green Action League sparked a shift in perspective for many fans, including Garcia. Previously unaware of the impact of seemingly small actions, she now consciously practices sustainable habits like using reusable cups and bags, running the dishwasher only when full, and unplugging unused appliances. The campaign’s success lay not just in driving immediate action but also in fostering long-term behavioral change. An impressive 95% of fans expressed their intention to continue incorporating these sustainable practices beyond the competition.
The campaign’s innovative approach garnered widespread acclaim. Participants lauded it as the best sustainability campaign they had encountered, emphasizing the effectiveness of its gamified format and engaging content. The playful element of documenting green actions through photographs, as embraced by Garcia, added a further layer of enjoyment and shared experience. The campaign transcended mere competition, fostering a sense of community and shared purpose among fans united by their commitment to environmental stewardship.
Beyond individual behavior change, the Green Action League highlighted the potential of collective action in addressing climate change. The combined efforts of thousands of fans demonstrated the significant impact that can be achieved when individuals unite around a common goal. This collective engagement, coupled with the widespread positive feedback, cemented the campaign’s status as a benchmark for future sustainability initiatives. The success further underscores the pivotal role that sports organizations can play in driving meaningful social change.
KSE’s Michael Ceilley, Senior Vice President and General Manager, Partnership Marketing and Media Sales, expressed immense satisfaction with the campaign’s outcomes, noting the exceptional engagement levels, particularly amongst Avalanche fans. He emphasized the rewarding nature of the initiative and praised fans for surpassing ambitious goals. This sentiment was echoed by Mike Kelley, Ball Corporation Director of Strategic Partnerships, who highlighted the fans’ willingness to adopt impactful actions like recycling aluminum cans and opting for plant-based meals.
Building on the campaign’s momentum, KSE plans to expand in-arena activations for the Nuggets and Avalanche, further engaging with the local community. The organization aims to enhance engagement through increased email communication and deeper collaborations with player ambassadors like DeAndre Jordan, who played a key role in disseminating sustainability messaging to fans. The Green Action League’s resounding success has paved the way for future campaigns, demonstrating the untapped potential of sports in fostering environmental awareness and action.
The Green Action League exemplifies the transformative potential of sports in promoting social good. By cleverly leveraging team loyalty and competitive spirit, the campaign fostered a sense of shared responsibility and empowered fans to become agents of change. The initiative’s remarkable results underscore the effectiveness of engaging fanbases in addressing critical global challenges like climate change. The enthusiasm from Ball Corporation, participating teams, and fans alike points towards a future where sports and sustainability go hand-in-hand, inspiring collective action and creating a greener future for all. The Green Action League stands as a powerful model for how sports organizations can harness their influence to drive positive change and inspire communities to embrace a more sustainable future.
