By Jonathan Rest

Ball Corporation, the provider of metal packaging for beverages, foods and household products, has signed a wide-ranging sponsorship deal with Kroenke Sports and Entertainment, the sports facility management firm owned by US billionaire Stan Kroenke, which for the first time includes Arsenal, the KSE-owned English soccer club.

The agreement covers the KSE teams and venues in Denver, Los Angeles and London, with a focus on advancing sustainability in sports and entertainment.

In KSE's hometown of Denver, Ball has acquired naming rights to the arena (pictured) of the NBA basketball's Denver Nuggets, NHL ice hockey's Colorado Avalanche and NLL lacrosse's Colorado Mammoth.

The venue, which also stages concerts, has been known as Pepsi Center since it opened in 1999, following a sponsorship deal with the US soft drinks giant. Pepsi will continue to have official beverage partnerships with the Nuggets, Avalanche and Mammoth and Ball Arena.

As well as the naming rights, Ball becomes the official and exclusive sustainability partner of KSE.

KSE and Ball teamed up a year ago to introduce recyclable aluminium cups to Pepsi Center.

Now the partnership with the wider KSE portfolio means Ball will introduce in-venue aluminium beverage packaging solutions at SoFi Stadium, home of NFL American football's Los Angeles Rams, and the Emirates Stadium, home of Arsenal.

In addition, Ball and KSE will enhance local community programmes and increase awareness of the importance of aluminium recycling.

Sponsorship deals across the KSE franchises in Denver are common, but this is the first to incorporate Arsenal, which the group took full ownership of in 2018.

Ball becomes the official infinitely recyclable aluminium packaging partner of the Rams and the SoFi Stadium, and the official sustainable aluminum beverage packaging partner of Arsenal.

John Haynes, chairman, president and chief executive of Ball, said today: “This is an important moment in sports and entertainment, and we are proud to partner with Kroenke Sports & Entertainment to advance sustainability in venues by implementing real-world solutions to the packaging waste crisis.

“We are committed to making recycling an easy, everyday choice for consumers by providing them with infinitely recyclable aluminum cans, bottles and cups that can be used and back on a store shelf in just 60 days, and enhancing recycling infrastructure in venues.”

Kroenke added: “Our goal in selecting a long-term international venues partner was to find a Colorado-based company with global renown to grow side-by-side with our talented young teams. Ball Corporation is an ideal fit for that vision, an innovative leader that shares our commitment to our local community, to environmental sustainability and creating quality jobs in Colorado. 

“We look forward to unveiling Ball Arena and welcoming our fans back home when it is time once again to celebrate live sports and entertainment events responsibly.”

Peter Silverstone, commercial director at Arsenal, commented: “The global agreement with the KSE group - which includes a Premier League club with its global reach and engagement - shows their [Ball's] 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. 

“Arsenal is committed to leading the way on sustainability among Premier League clubs. Every generation is significantly more environmentally aware than the last and the power and reach of the Arsenal badge gives us the opportunity to provide real leadership on this issue. Purpose-led partnerships will become even more of a focus as we move forward and we’re proud to have an incredible partner on board to help us inspire and empower our community across the world to take action to reduce our environmental impact and push each other towards a sustainable future.”

Sportcal