“Twin Cities Rule US Green-Sports” — Part IV: r.Cup Reduces Number of Single Use Plastic Bottles at Sports, Entertainment Venues

“Which metro area is the Green-Sportsy-est in the US?”

While coastal areas like San Francisco-Oakland-Santa Clara and Seattle might come to mind first, it says here that Minneapolis and St. Paul, smack dab in the heartland of the country, wins the title. In fact, the Twin Cities’ Green-Sportsy-ness runs so deep that we can’t cover it all in one post.

In Part I of our four-part GSB special series, Twin Cities Rule US Green-Sports, we looked at US Bank Stadium (Minnesota Vikings), the University of Minnesota’s TCF Bank Stadium and CHS Field (Independent baseball’s St. Paul Saints) from a green perspective.

Part II featured Chef David Fhima, who brought clean, healthy, organic food to the Minnesota Timberwolves and Target Center.

Then in Part III we went back to the venues, this time visiting Target Field (Minnesota Twins), Xcel Energy Center (Minnesota Wild/NHL) and Allianz Field (Minnesota United/MLS).

In today’s Part IV finale, we profile Mike Martin, a pioneer in the sustainable concert space. He recently launched r.Cup, a Minneapolis-based startup whose goal is to dramatically reduce the number of single use plastic bottles at concerts and, going forward, sports events.

 

GSB: Mike, before we get to the r.Cup story, before we get to how sports venues can dramatically reduce the number single use plastic bottles, I’d like to understand how you got into the green concert world back before there really was a green concert world.

Mike Martin: This goes back to the 1980s. I was in the investment banking world, selling mortgage backed securities…

GSB: …The “Go-Go 80s”

Mike: You got that right. I mean I was selling to the Trump Organization at that time. Anyway, I was doing well but during that era the Bhopal disaster¹ happened, the Exxon Valdez spill² happened. I realized helping companies like these was not what I was supposed to be doing and wanted to create opportunities for capitalism to have a positive impact on the health of people and the planet.

 

Michael Martin Headshot

Mike Martin (Photo credit: Mike Martin)

 

GSB: So what did you do?

Mike: A friend got the rights to produce the official concert for the 20th Anniversary of Earth Day celebration in 1990. I had formed a concert committee when I was a student at Carroll University in Wisconsin. Based on that “vast experience”, the friend asked me to produce the event. So I left my job and set about managing the concert. It took place at the Merriweather Post Pavilion in Columbia, Maryland outside of Washington, D.C. A dozen artists including Ziggy Marley, Indigo Girls and Michael Stipe and Peter Buck of REM performed; over 20,000 people showed up. And these artists formed the core of the Earth Day + 20 rally on the National Mall which drew 500,000 people, and the revenues generated from the concert helped fund the rally.

Anyway, the next day, Jonathan Kraft called. His dad, Robert, was buying the New England Patriots. He wanted to do something positive for Boston and offered up the stadium for free if we would put on a similar concert in 1991 at Foxboro Stadium, the Pats’ home at the time. We produced that event — it aired on MTV, which was a very big deal back then.

We reunited Paul McCartney and Ringo Starr on Earth Day 1993 at the Hollywood Bowl. Broadcast on VH1, it was the “tent pole” (or centerpiece) event that tied in with 30 markets nationally to create that year’s National Earth Day Campaign. It raised money for PETA, Friends of the Earth and Greenpeace.

 

McCartney

Mike Martin presents Paul McCartney and his wife Linda (since deceased) with an Earth Day “Concerts for the Environment” poster in Minneapolis in 1993 (Photo credit: Michael Martin)

 

As part of producing these events, we greened the stadium, from installing the most energy efficient light bulbs available at the time to recycling to managing water usage. At the Earth Day Festivals, we also introduced many of the components still in use today: eco-villages, rewards for taking environmental action, community involvement, the whole thing.

GSB: And thus, basically overnight, you became a purpose-focused concert producer, with green as a major thread! How cool is that?

Mike: Yes, I feel very fortunate to have been able to not only influence the live event industry, reaching millions of people, and in the process, work on creative solutions to some of the world’s biggest environmental problems.

For the last three decades, I’ve acted, mainly behind the scenes, as a catalyst to bring culture and business together to tackle some of the most pressing social issues facing humanity. One of the things I am most known for is, helping to put the concept of global warming on the map for mainstream America. In the 90s, I started reading research papers about climate change and global warming and thought “this is a massive problem.” I decided I had to do something.

I spent a year talking to leading environmentalists and acted as a catalyst to unite the top 20 environmental organizations to create the first national global warming campaign.

So in 1999-2000, in partnership with Ben & Jerry’s and 20 environmental nonprofits, we produced the Ben & Jerry’s Dave Matthews Band One Sweet World Campaign. The concept was: “Eat This Ice Cream and Lose a Ton…..of CO₂”. This was the amount of CO2 each American needed to reduce their emissions according to the Kyoto Protocol. The campaign educated the country on steps individuals could take to reduce their CO₂ emissions.

 

One Sweet Whirled1

Ben & Jerry’s One Sweet Whirled/Dave Matthews Band limited edition ice cream (Photo credit: Ben & Jerry’s)

 

“One Sweet World” become the most successful Ben & Jerry’s launch up to that point. This helped reinforce the company’s commitment to social change, which helped re-invigorate the brand image, even after being sold to Unilever. Dave Matthews Band established its bona fides as a green band.

From there, we realized we were becoming a purpose-driven marketing agency of sorts…

GSB: …Long before purpose-driven was a thing…

Mike: Then it was called “cause marketing.” Well to us, it was the effect or impact that really mattered so in 2008 we changed the name of the company from Music Matters to Effect Partners, with a focus on developing the practice of “Effect Marketing”.

GSB: What were some of Effect Marketing’s highlight projects?

Mike: We helped launch Toyota’s Prius back in 2000. In 2005-6 we developed “Green Notes” for Clif Bar. This program is still in place. We work with cool emerging artists like Ingrid Michaelson, Soja, Michael Franti and Bon Iver, teaching them how to green their tours, while giving them tools to help inspire their fans to take positive social change actions.

In the early 2000’s we started working with Kim and Jack Johnson to help them develop their greening strategies and messaging. In 2008, we worked with Kim and Jack Johnson on creating their “All At Once” sustainability non-profit and tour. We introduced hydration stations to the music industry with the Brita Filter For Good program. And, we’ve worked with brands like Proctor & Gamble, Target and Apple on developing their Effect Marketing strategies and campaigns

GSB: That’s an amazing track record. Billboard magazine called you the “guru of live music greening.”

Mike: That was very kind of them. That’s been our mission from the beginning. Music is the platform to open the hearts and minds of fans and so it is the obvious way to move people along the continuum of awareness to action on environmental and social issues.

Going to back to Foxboro in 1991, we started something that was behind the scenes but also very important: We created a document called the “EnviroRider™” that can be added to the contracts a band signs with a venue or event promoter. You know, bands have production riders and catering riders, so why not have an EnviroRider? Steve Miller was the first artist who asked me to make this for his tour. By using an EnviroRider, bands would have leverage to make sure that their concerts would be as environmentally-friendly as possible. And it works. Venues do what bands want.

What makes me very happy is how many of the items on the EnviroRider that venues, concessionaires and promoters would say they could not do in the 1990’s and 2000’s are now common practice. Composting on site, offsetting emissions, using biodiesel to power generators, bicycle corrals, fan rewards for recycling, eliminating single-use water bottles, local food, organic food.

We’ve been the Sustainability Director for U2 since 2009 when they launched the 360 Tour, still the biggest tour in history. Our goal for them was to dramatically reduce their waste reduction and carbon footprint. We did that in a number of ways, including creating an offset that provides water filters for people in sub-Saharan Africa so they would not use wood for boiling water.

We moved the needle!

GSB: I’ll say! Talk about how you also got into the fight for clean water. 

Mike: This was in 2000-1. As you may know, arsenic run-off from farming is a by-product of the chemicals and pesticides used on our food. It gets into our drinking water supply. I got involved with getting artists to support a campaign against legislation from the Bush 43 administration that would have allowed more arsenic in our water.

That led to advocating for organics and to producing the “Go Organic for Earth Day,” working with 4,500 stores nationally. The result? Sales of organics jumped by up to 25 percent nationally. The other campaign was called ONE (Organic and Natural Experience). With ONE, we took up to 25 companies at a time out on the road to major events and concerts and distributed organic samples and coupons for organic products. Amazingly, we enjoyed up to 10 to 15 percent redemption rates…

GSB: That’s an insane redemption rate. Most successful coupon campaigns get between 1 and 1.5 percent. So an organic-based promotion outdid that by tenfold! When did sports come into your work?

Mike: Well, I never was that far away from it. Of course most of the venues the bands with which we work play at also host sports events. We created a very exciting campaign that ran during the 2018 Winter Olympics in Pyeongchang, South Korea. The USOC and the Dairy Industry Association…

GSB: The Milk Mustache people…

Mike: Them! Anyway they’ve had a long-term partnership, with US Olympians extolling the virtues of milk. But there is increasing awareness and more and more athletes who are adopting plant-based, vegan diets, and who decry the animal cruelty surrounding the dairy industry. So we created an ad that featured vegan Olympians called Switch4Good that refuted some of the pro-dairy claims in milk ads and extolled the virtues of a vegan diet. We ran the ad on NBC, it aired in one market and the Dairy Association complained and so NBC pulled it. But that was okay — we got a ton of publicity, plus we ran the ad on the Oscars broadcast.

 

The Switch for Good ad (60 seconds)

 

GSB: I remember that. Very cool! Now let’s talk r.Cup. How did it begin? 

Mike: To me, after greening live concert events for almost three decades, the environmental Holy Grail has always been waste reduction, especially those single-use plastic cups. We’ve tried fan education, fan incentives, trash goalies, etc. Truth is, most fans don’t really care about taking the time to recycle at concerts or sports events. They just want to enjoy the event!

A great example of this was when Live Nation hired me in 2016 to help them design the optimal way to green their amphitheaters. I was able to take the greening decisions out of the fans’ hands. No plastic, everything was designed to be recycled or composted. I thought we had the solution! But…But there was a big problem: About 80 percent of trash on the ground at a venue does not go to recycling or composting. It goes to landfill. And a lot of that trash was cups. For compostable plastic to work it has to be hand sorted and taken to an industrial composting facility. If not, it contaminates the recycled material.

And so I started to think about how to actually reduce the number of cups that end up on the floor and ultimately go to landfill from big concerts and sports events. We needed to see how we could reduce, reuse…Could we create a rent, refill, return mechanism? Now you can see where the germ of the idea for r.Cup came from.

GSB: Clever! How does it work?

Mike: r.Cup is simple and works amazingly well. You come to the event, buy a beverage of any kind. It’s served in a high quality artist or team branded cup. You pay for the beverage plus a $3 deposit for the cup. Then, if you want another beer or water or whatever, you come back with the same cup and get a refill. At the end of the event, you come to the r.Cup staff and get your $3 back or you can take your up home.

 

 

rCup Stones

An r.Cup from the Rolling Stones 2019 No Filter tour (Photo credit: r.Cup)

 

r.Cup provides the cups, handles all the logistics and tracks the positive environmental impact of the program. No waste is generated, venues do not have to clean-up or dispose of trash, saving them money. The concessionaires do not need to buy cups and can make a small fee on each cup kept. Additionally, we are seeing reports of increased per-head sales. I guess if you are holding a cup, you want to fill it up! Ten percent of the company is owned by ocean cleanup non-profits so as r.Cup grows, the plastic waste crisis begins to lessen.

 

 

r.Cup_U2_3

An r.Cup ambassador explains how the program works to a fan at a U2 concert (Photo credit: r.Cup)

 

GSB: So r.Cup gets its revenues from the people who keep the cups?

Mike: Exactly. And the cups are dishwasher-safe and recyclable. We’re working on a cup that’s fossil fuel-free. For concert tours, which is where we started in 2017, we sterilize the cups and then move on to the next city. For festivals, we will sterilize and warehouse any cups for next year’s festival.

For  sports teams — we’re dabbling in it this year with a big rollout in 2020 — obviously the cups stay where they are. And sports is a huge opportunity for us. Sports contributes far more in single use plastic waste than the music industry. We’ve been approached by sustainability leadership from all the major sports leagues. And six or seven teams at least, all among the leaders in Green-Sports, have reached out, so you will start seeing r.Cup at sport events in the near future.

GSB: Good to hear. How does sports differ from concerts for r.Cup?

Mike: They’re very different. A major band might tour every couple years. A major league baseball team has 81 home games every season. NBA clubs have 41, and NHL teams have 40. So the deposit for a cup model will not work as well in sports. That’s why we have a “no deposit model” for sports in which we become a cup service. The concessionaire pays us to provide the cups, collect, wash, house and manage the cups as well as providing environmental impact tracking. The cost of the cup service is embedded in the beverage. We collect the cups left behind, wash and sterilize them and put them back into use.

GSB: Let us know how it works out. r.Cup is based in Minneapolis, for my money, the hub of Green-Sports in the USA. Are Twin-Cities teams on your radar? And why do you think the Twin Cities sports teams are so green-minded?

Mike: Yes they are! We are in discussions with several of the local teams and you will be seeing r.Cup at some Twin Cities sports events this year.

The Twin Cities is one of the most aware and progressive communities in the country, so fans expect their teams to reflect their values. The owners of the Twin Cities teams are committed leaders who work hard to provide a positive fan experience. Eliminating tons of toxic plastic waste, creates a positive fan experience, helps the community, increases the bottom line, and, most importantly, it is the right thing to do!

 

¹ The Bhopal disaster was a gas leak incident in December 1984 at the Union Carbide India Limited pesticide plant in Bhopal. It is considered to be the world’s worst industrial disaster as up to an estimate 16,000 people died.
² The Valdez was an oil tanker owned by Exxon that spilled 11 million gallons of crude oil into Alaska’s Prince William Sound in 1989. The oil slick ultimately impacted 1,300 miles of coast line.

 


 

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GSB News and Notes: What City Will Host 2020 Green Sports Alliance Summit?; Gillette, Terracycle Partner to Upcycle Razor Blades; Adidas Doubles its Recycled Shoe Production;

Greetings from Amtrak’s Keystone train service en route from New York to Philadelphia and the start of the 2019 Green Sports Alliance Summit. 

In today’s GSB News & Notes column, we look beyond the City of Brotherly Love to find the best host city for the Alliance’s 2020 gathering. 

Then we cross the Delaware River into New Jersey where Gillette, a major sports advertiser and the #1 razor maker in the USA, is teaming up with Trenton-based Terracycle on an innovative program to upcycle — remake discarded products to create new products — used razors. 

Finally, we check in on Adidas which, thanks to its partnership with Parley for the Oceans, has been making and selling athletic footwear and apparel made from plastic ocean waste since 2017. Apparently producing five million Parley sneakers in 2018 did not satisfy the world’s #2 ranked athletic apparel brand: Adidas recently announced they would more than double that number this year. 

 

GSB’S EARLY MORNING LINE ON GREEN SPORTS ALLIANCE SUMMIT 2020 HOST CITY

If history is any guide, Roger McClendon, Executive Director of the Green Sports Alliance, will announce the host city for the 2020 Summit during the 2019 gathering which kicks off today at Lincoln Financial Field, the LEED Gold home of the Philadelphia Eagles.

In case the Alliance is still unsure about which city to pick, GSB offers three worthy Summit hosts. Our candidates are, in alphabetical order:

Miami

PROS

#1: Miami and Miami Beach are among the most vulnerable cities in the world to the effects of climate change-induced sea level rise. According to a November 2018 study from Zillow, 35 percent of the housing stock in Miami and an astounding 85.2 percent in Miami Beach are in the “sea level rise risk zone” over the next 5 to 25 years.

#2: See #1. A Miami summit would put climate change and sea level rise front and center like never before.

#3: American Airlines Arena, home of the NBA’s Heat, would be an ideal Summit venue as it is LEED Gold certified.

 

American Airlines Arena

American Airlines Arena (Photo credit: Miami Heat)

 

#4: Marlins Park became first retractable roof stadium to earn LEED Gold

CONS

#1: The environment seemed not to factor in the building or operation of Hard Rock Stadium, home of the NFL Dolphins.

#2: Flooding now regularly occurs on sunny days due sea level rise.

 

Miami Flooding on a sunny day

Driving through Miami at high tide, with blue skies and no hurricane (Photo credit: The Sparkspread)

 

Minneapolis (and St. Paul)

PROS

#1: Minneapolis’ US Bank Stadium (Vikings), Target Field (Twins) and TCF Bank Stadium (University of Minnesota Gophers football) are LEED certified at a variety of levels. So is St. Paul’s Xcel Energy Center Arena (NHL’s Wild).

#2: CHS Field, home to independent baseball’s St. Paul Saints, while not LEED certified, is another environmentally-advanced gem.

 

StPaulSaints solar

100 kWh solar array located in beyond the left field wall supplies a portion of the electricity to CHS Field (Photo credit: St. Paul Saints)

 

#3: David Fhima, one of the Twin Cities’ top chefs, has brought his clean, healthy, tasty food to Target Center (NBA’s Timberwolves, WNBA’s Lynx)

#4: Light rail connects all of the Twin Cities’ sports venues, as well as Minneapolis to St. Paul.

CON

#1: US Bank Stadium, with its reflective glass exterior and located on a major flyway, has a significant bird kill problem. The Vikings, the Minnesota Sports Facilities Authority (MSFA), and stadium architects were aware of the issue but did nothing to solve it — and it is eminently solvable. Protests from Audubon groups and others ensued but, sadly, to no effect.

 

Toronto 

PROS

#1: Toronto is Canada’s largest city and Canada has a federal carbon pricing policy. That’s a big deal. The United States would do well to follow the lead of its neighbor to the north.

 

Canadian Flag

 

#2: Bringing the GSA Summit to Canada for the first time could help spur the country’s sports greening movement.

#3: Scotiabank Arena, home of the NHL’s Maple Leafs and the newly-crowned NBA champs Raptors (#WeTheNorth), has made significant strides on energy use, waste, and water.

CON

#1: There’s no evidence that the environment was a consideration in the design and construction of BMO Field, home of MLS’ Toronto FC and the Toronto Argonauts of the Canadian Football League (CFL)

 

GSB’s Take: All three cities are worthy of hosting a Green Sports Summit but the pick has to be the Twin Cities of Minneapolis and St. Paul. Surprised? You shouldn’t be: GSB is at the midway point of a four-part series,”Twin Cities Rule US Green Sports.” To be clear, these prospective host cities are products of my own imagination; I did not consult with the Alliance on this. So if Minneapolis (and St. Paul!) is picked, it just means I’m a GSA Summit savant. And if the Alliance goes to, say, Salt Lake City, please move along to the next News & Note.

 

GILLETTE, TERRACYCLE TEAM UP TO UPCYCLE OLD RAZORS

How many disposable razors do you get rid of each year? According to the EPA, over two billion are thrown away annually in the USA¹ as most are not recyclable.

 

Gillette

Two billion razors are thrown away in the USA each year — and end up in landfill (Photo credit: Crisco/Wiki Commons)

 

Gillette — which has its name on the New England Patriots’ stadium in Foxboro, MA and is one of the leading sports advertisers in the USA — wants to drastically reduce that number, keeping those old razors out of landfill.

Adele Peters, writing in a recent issue of Fast Companyreported that Gillette “is inviting anyone in the U.S. to send in old razors, blades, and even packaging — from any brand —for [up]cycling.”

To do so, people can sign up through Terracycle, an innovative circular economy pioneer based in Trenton, New Jersey known for upcycling and recycling materials that would otherwise go to landfill — several years ago, they turned Capri Sun juice pouches into backpacks. Once a shipment of used blades is ready, all one has to do is download a shipping label and send it in.

 

Terracycle

Inside Terracycle headquarters, where almost everything is upcycled or recycled (Photo credit: Terracycle)

 

After arrival at Terracycle, the materials get sterilized, shredded, and upcycled into products like bike racks, park benches, and pet food bowls. Gillette also offers drop-off bins to gyms; once full, the bin’s contents are forwarded to Terracycle via UPS, with Gillette covering shipping costs. Those who use the company’s razor subscription service can also now return old units in the subscription box.

 

GSB’s Take: GSB likes the Gillette-Terracycle partnership. And I will certainly take advantage of this important upcycling opportunity.

Like will turn into love if Gillette decides to heavily advertise the upcycling program on TV and online sports programming. All they have to do is slightly update their jingle: “Gillette, the best a man can get — and then upcycle.”

 

ADIDAS TO MAKE 11 MILLION SHOES FROM RECYCLED PLASTIC IN 2019; GOLF ADDED TO THE MIX

Adidas recently announced it would produce 11 million shoes from upcycled plastic waste in 2019, more than doubling the 5 million it manufactured last year. The Herzogenaurach, Germany based company began its partnership with Parley for the Oceans to help clean up the world’s oceans by making shoes and athletic apparel from trash found there in 2017.

Plastic waste is intercepted on beaches in places like the sea level rise-threatened Maldive Islands before it reaches the oceans. The recovered material is then made into a yarn, which is used to create the upper material of the shoes.

 

parley ocean school maldives

Plastic ocean waste washed up on the shore of the Maldive Islands in 2016 (Photo credit: Parley for the Oceans)

 

 

Golf will help Adidas reach its 2019 Parley for the Oceans production goal: The company recently added a limited edition Parley version of the TOUR360 XT shoe to its lineup.

 

Adidas TOUR360 XT Parley shoe

The Adidas TOUR360 XT Parley golf shoe (Photo credit: Adidas)

 

Per Hardimann, “The first ever golf shoe made from…upcycled plastic waste features a sock-like design with a cushioned sole.”

“Our company is extremely focused on sustainability and we wanted to incorporate that mission into our sport,” said Masun Denison, global footwear director at Adidas Golf. “This is the first golf shoe we’ve ever made that incorporates upcycled materials and this is just the beginning. In a sport that’s played outdoors and where sustainability is often under the microscope, we feel this is a massive step forward for the game.”

Widening the lens beyond golf, Adidas signed the Climate Protection Charter for the Fashion Industry last year. Doing so commits the company to reducing its greenhouse gas emissions by 30 percent by 2030. The charter is under the auspices of the UNFCCC, the same organization that developed the Sports for Climate Action framework.

 

GSB’s Take: Kudos to Adidas and Parley for the Oceans for stepping up production on Parley shoes by ten times — from 1 million to 11 million — in just two years. Still, that 11 million only represents about 2.7 percent of the company’s total 2018 shoe output of 409 million. Will every Adidas shoe be a Parley shoe someday? Why not? And when?

 

¹ Per Groundswell.org: https://groundswell.org/2-billion-tossed-per-year-whats-the-most-wasteful-bathroom-product/

 

CORRECTION: In the original version of this post, Miami’s American Airlines Arena was listed as the “first arena in the world to earn LEED Gold status.” In fact, Pittsburgh’s PPG Paint Arena was the first LEED Gold certified arena.

 


 

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Post-Super Bowl LIII GSB News and Notes: Eco-Athlete Chris Long Wins Man of Year Award, Budweiser Wind Power Ad 2nd Most Watched Spot Online

The New England Patriots knocked off the Los Angeles Rams 13-3 in a defensive struggle to win Super Bowl LIII at Atlanta’s LEED Platinum Mercedes-Benz Stadium, their sixth championship of the otherworldly 18 year Tom Brady-Bill Belichick era. The environment played a small but, it sez here, increasingly prominent role vs. recent Super Bowls. So before the pro football world turns its attention to free agency in March, April’s NFL Draft and the race to Super Bowl LIV in Miami¹ next February, here is a quick rundown of the Green-Sports happenings that surrounded yesterday’s Super Bowl LIII

 

EAGLES’ CHRIS LONG, FOUNDER OF WATERBOYS, WINS WALTER PAYTON NFL MAN OF YEAR AWARD

While Eagles stalwart defensive end Chris Long did not win a third consecutive Super Bowl ring last night — he played important roles in Philadelphia’s championship in 2018 after winning one with the Patriots the year before — he did earn the prestigious Walter Payton NFL Man of the Year award. It honors a player’s volunteer and charity work, as well as his excellence on the field.

Long’s — and his Chris Long Foundation’s — main charitable initiative is Waterboys, a program that has united NFL players, professional athletes and sports fans to raise funds and awareness to provide clean drinking water to East African communities in need. By February 2018, Long’s goal of building 32 clean water wells, one for every NFL team, was met. Long has now set a goal of providing clean water to one million people.

“I am honored to be named the 2018 Walter Payton NFL Man of the Year and to join the long line of men who have received this prestigious honor,” Long said in a statement. “I am humbled by the support we have received from my peers who have donated to our various matching-campaigns, the commitment and perseverance displayed by the [military] veterans who have climbed Mt. Kilimanjaro with me each year, and the generosity of our fans who have made vital contributions to our foundation over the years.”

 

Chris Long Eagles Man of Year

Chris Long, after winning the 2018 Walter Payton NFL Man of the Year award (Photo credit: Philadelphia Eagles)

 

Click here and here for GreenSportsBlog’s coverage of the Chris Long-Waterboys story.

 

BUDWEISER WIND POWER AD GETS VALUABLE ON AIR MENTION

Budweiser’s Super Bowl ad, “Wind Never Felt Better,” which featured Bob Dylan’s “Blowin’ In The Wind” to highlight the the brand’s commitment to wind power, was the second most watched ad online, with 24.3 million views during and immediately after the game. Only Amazon’s “Not Everything Makes The Cut,” drew more online eyeballs, with 33.4 million views.

 

 

 

In addition to that sizable online audience, 100 million or so people were exposed to the 45 second ad on the CBS Sports TV broadcast. And, when the ad was over and the game broadcast was about to resume, play-by-play man Jim Nantz intoned “Budweiser, powered by the wind.” That extra branding, which further cemented the mainstreaming of wind power for a massive viewership, is the cherry on top to what I thought was a solid B+ ad.

 

Nantz Wolfson Romo CBS

CBS play-by-play broadcaster Jim Nantz (l), flanked by sideline reporter Tracy Wolfson and color commentator Tony Romo (Photo credit: CBS Sports)

 

Some ad critics, like Chicago Tribune media reporter Steve Johnson, did not like “Wind Never Felt Better” as much as I did.

Per Johnson’s review, “A Dalmatian. Clydesdales. Amber waves of grain. Bob Dylan, singing about blowing wind. Budweiser trots out all the icons as the horse and dogs are revealed to be traveling through a wind farm. It’s meant to underscore the giant beer’s commitment to sustainable energy, but the message is about as clear as a hazy IPA, a type of beer Bud decidedly is not. ‘Now Brewed with Wind Power,’ says the large type in the ad. ‘Renewable electricity from wind power is one type of energy we use to brew,” says the small [type]’, which you can read if you freeze the screen.”

There is some truth to Johnson’s critique. After all, the viewer has to wait for 30 seconds or so before she/he gets clued in to the Budweiser-wind power connection and that’s too long, especially in this era of micro-attention spans.

Still, it says here that Johnson missed the big picture: An ad promoting wind power reached an audience of at least 110 million people on TV and another 24 million online. 

 

GREENSPORTSBLOGGER TALKS GREEN-SPORTS ON SUPER BOWL-THEMED PODCAST

One final Super Bowl LIII-themed note: I was pleased to talk Green-Sports with Marc de Sousa Shields on his excellent The Sustainable Century podcast a couple of days before the big game.

Marc opens the 24-minute interview by saying, “there are more sports fans than there are sustainability fans and we’ve gotta convert them!”

 

Marc de Sousa Shields

Marc de Sousa Shields, host of The Sustainable Century podcast (Photo credit: Marc de Sousa Shields)

 

I like the way Marc de Sousa Shields thinks!

Click here to listen to the podcast.

 

¹ My way-too-early pick for the Super Bowl LIV matchup is the Philadelphia Eagles vs. Indianapolis Colts.

 


 

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A-List Panel Discusses the Future of Sustainable Sports Venue Design at Gillette Stadium

The New England Patriots have been on the “Leading Edge” of pro football since 2001. After all, they are about to play in their ninth Super Bowl¹ in the 18-year Belichick-Brady era on Sunday when they take on the Los Angeles Rams in Atlanta.

Thus, it is fitting that the first Leading Edge Sustainable Stadium Design Conference was hosted by Excel Dryer and D|13 at the Pats’ Gillette Stadium last month.

The conference’s centerpiece was a discussion among a panel of Green-Sports All Stars.  They took a deep dive into the past, present and especially the future of green sports venue design and operations, with an emphasis on how to make stadiums and arenas as energy efficient and fan-friendly as possible.

 

The opportunity to earn Continuing Education Unit (CEU) credits along with the chance to throw and catch passes on the same field as Tom Brady and Rob Gronkowski were likely what drew architects — as well as contractors, property managers and more — to Gillette Stadium on a foggy January night for the Leading Edge Sustainable Stadium Design Conference. 

 

excel dryer gillette scoreboard

View from the field at Gillette Stadium during the Leading Edge Sustainable Stadium Design Conference (Photo credit: Excel Dryer)

 

But it was the panel discussion, moderated by Joe Khirallah of Green Bear Group, on the Green-Sports movement’s past, present and future, that kept the audience’s rapt attention.

“At several points during the discussion, I looked out to the audience and noticed that no one was looking at their cell phones,” observed panelist Scott Jenkins, GM of Atlanta’s LEED Platinum Mercedes-Benz Stadium and Board Chair of the Green Sports Alliance. “Not one person. I don’t think I’ve ever seen that before, and I’ve been on a lot of panels.”

 

PATRIOTS, GILLETTE STADIUM: GREEN-SPORTS INNOVATORS SINCE 2002

According to conference host and panelist Jim Nolan, who as COO of Kraft Sports + Entertainment (KSE) is responsible for operating Gillette Stadium as efficiently as possible, sustainability has been a core tenet since the building opened in 2002.

“I am fortunate to work for an owner — Robert Kraft — who cares about the environment,” Nolan shared. “Our number one priority is to reduce fossil fuel consumption. Second is to do as much as we can to reduce our waste stream. Every innovation we consider is examined through both financial and green lenses. We say ‘go’ on new cleantech innovations when they become economical.”

Examples of KSE’s “gos” include:

  • An on-site system that converts waste water into gray water for use in the bathrooms and elsewhere throughout Gillette Stadium and neighboring Patriot Place, the 1.3 million square foot retail, restaurant and entertainment complex
  • Energy efficient LED lighting, now illuminating the stadium and 90 percent of Patriot Place
  • On-site solar, which now powers more than half of Patriot Place

Next up for Gillette and Patriot Place is a 2.4 megawatt (mW) fuel cell, expected to be fully operational next year. “Once we’re up and running, the entire campus will be off the grid,” reported Nolan. “We will also have a food waste converter that will produce methane gas — which will then go into the fuel cell to generate additional electricity.”

 

SUSTAINABLE SPORTS VENUES ARE A MARKETABLE ASSET

To Scott Jenkins, stadium and arena owner-operators who push green innovations reap more benefits than cost reductions and efficiencies, as important as those are.

“Most sustainability investments are clear winners for stadium and arena projects,” Jenkins asserted. “They show fans and the community that the team and the owner are purpose driven, which greatly enhances brand value. And sustainability can generate incremental revenue in the form of new, ‘green-focused’ sponsors. Forward-leaning owners like the Krafts and Arthur Blank — who pushed us to build Mercedes-Benz Stadium to earn LEED Platinum certification — believe that just building to code is like being OK with being a C student. They have to be A students.”

Chris DeVolder, lead architect on the Mercedes-Benz Stadium project and Managing Principal at HOK², chimed in that Blank “constantly pushed everyone who worked on the project to not only ‘think about what’s next’, but also ‘what’s next after what’s next’. Things like turning waste into energy to heat water, offering affordable vegetarian and vegan food options, and more.”

 

PATS CONNECT FANS TO SUSTAINABILITY IN GILLETTE STADIUM RESTROOMS

Panelist Summer Minchew, Managing Partner of Washington, D.C.- and Charlotte, NC-based Ecoimpact Consulting, and a veteran of several venue projects, offered that fans are a key element to the Green-Sports equation.

“It may sound obvious, but a positive fan experience at a sports venue is absolutely key,” Minchew said. “What is not always so obvious to stadium designers, managers and owners, is that sustainability, from environmental, health and wellness points-of-view, goes hand in hand with a great fan experience.”

According to Jim Nolan, the Patriots have been a bit late to the “fan engagement” party but they are making significant strides in the right direction. Working with energy partner NRG, the team communicates its solar story to fans via signage mounted on massive pillars near the stadium’s entry gates.

Once inside Gillette, fans experience the leading edge of sustainable stadium design when they dry their hands in the restrooms via a unique, high-velocity, two-phase drying process. The XLERATOR® from Excel Dryer — one of the sponsors of the Leading Edge conference — blows large water droplets off the hands in a couple of seconds in Phase 1. Then, in Phase 2, the heat evaporates a residual moisture layer that we feel but don’t see. This makes the drying process about three times faster than conventional hand dryers, resulting in an 80 percent reduction in energy usage.

But that’s not the XLERATOR’s greenest feature.

Replacing paper towels is.

A Life Cycle Assessment (LCA) showed that the XLERATOR was the catalyst for up to a 75 percent reduction in carbon footprint when compared to 100 percent recycled paper towels. That might seem counterintuitive but, after one-time use, paper towels go straight to the landfill. So XLERATORs help reduce paper production, transportation emissions, water usage, waste and more.

“The XLERATOR is a win-win-win-win for us,” enthused Nolan. “First, it’s clearly better for the environment. Second, it saves time and manpower as our staff spends much less time cleaning paper from the floor and refilling paper towel dispensers. Third, that allows staff to respond more quickly to other fan issues. Fourth and most importantly, the fans prefer the XLERATOR to paper, so they have a better experience.”

 

excel dryer panelists

From left, Jim Nolan, COO of KSE and host of the Leading Edge Sustainable Design Conference welcomes fellow panelists Summer Minchew, Chris DeVolder, Scott Jenkins, moderator Joe Khirallah, and Bill Gagnon, Vice President of Sales and Marketing with event sponsor Excel Dryer  (Photo credit: Excel Dryer)

 

 

Guests at Gillette Stadium’s Optum Field Lounge this season got to experience another futuristic hand drying “win” with the recent installation of a next-generation sink system from Leading Edge sponsor D|13.

“The system features, from left to right, liquid soap dispenser, water faucet, and the XLERATORsync®, in one contained unit,” Nolan said. “It keeps water in the sink, which is better for the environment. Maintenance visits are reduced. It is the most sustainable, hygienic way to wash your hands. We’re excited to be the first stadium to feature the D|13 Sink System.”

 

patpatriot

Leading Edge Sustainable Design Conference attendees, including Pat Patriot, had the opportunity to try out the new D|13 Sink System (Photo credit: D|13)

Will Mercedes-Benz Stadium be the second? Too early to tell. After all, Scott Jenkins and the rest of the staff are busy getting ready to sustainably welcome the Patriots, Rams and 70,000+ fans for Super Bowl LIII on Sunday.

 

¹ The nine Super Bowls of the Belichick-Brady era: 2002 (Pats over Rams), 2004 (Pats over Panthers), 2005 (Pats over Eagles), 2008 (Giants over Pats), 2012 (Giants over Pats), 2015 (Pats over Seahawks), 2017 (Pats over Falcons), 2018 (Eagles over Pats), 2019 (Pats vs. Rams)
² HOK is a global design, architecture, engineering and planning firm

 


 

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The Best and Worst of Green-Sports, 2018

Eco-athletes became more of a thing in 2018 — and that’s a very good thing.

This statement is not data-based. I haven’t seen data on the number of athletes who engage on environmental issues.

Yet anecdotally, I can say that I spoke to more eco-athletes in 2018 than in any other year since starting GreenSportsBlog in 2013.

Given the dire climate news coming out of recent UN and U.S. government reports, the world needs this year’s eco-athlete “thing” to become a wave in 2019. But that is for another day.

Today, we bring you an eco-athlete-infused BEST AND WORST OF GREEN-SPORTS, 2018.

 

BEST GREEN-SPORTS STORY OF 2018

Leilani Münter, The “Vegan, Hippy Chick with a Race Car”

There are three great reasons why Leilani Münter, the “vegan, hippy chick with a race car,” is GreenSportsBlog’s Best Green-Sports Story of 2018. Münter…

  1. Signed A Well-Fed World and TryVeg.com to sponsor her ARCA series car for an eight race campaign
  2. Earned two top ten finishes
  3. Sampled vegan Impossible Burgers to 30,000 racing fans (they loved ’em!)

 

Leilani Munter Scott LePage

Leilani Münter, GreenSportsBlog’s “Best Green-Sports Story of 2018” (Photo credit: Scott LePage)

 

Thing is, no one would have blamed Münter if she had decided to give up her career as a driver in NASCAR’s ARCA Presented by Menard developmental series before this year.

Her strong commitment to only work with brands that align with her lifestyle and the issues that animate her — most notably veganism, animal rights and the climate change fight — has limited her ability to secure the sponsors and thus the funding necessary to enter races. In some years, Münter has competed in only one race; in others none at all.

But Münter did not quit, although she came close several times. The Minnesota native kept selling the idea that auto racing fans would react positively to vegan messaging — and food. “Some of the vegan brands I called on said ‘the NASCAR fan is not the right audience for us.’ I said ‘you don’t need to talk to vegans; they’re already converted. You need to talk to people who are not already in your world.’ Auto racing fans fit that definition.”

Her logic and persistence — she pitched sponsorship of a vegan-branded car for six years — paid off in 2018 when two non-profit organizations, A Well-Fed World and TryVeg.com, signed on as her lead sponsors to carry the Vegan Strong message. The deal allowed Münter to run an eight race campaign, which included an eighth place finish at the ARCA race during Daytona 500 week and a ninth place result at Michigan International Speedway.

More importantly, Münter and Vegan Strong teamed up at five of her eight races to fund the sampling of vegan Impossible Burgers in the Fan Zones to 30,000 fans. The fans ate ’em up, literally and figuratively.

“Many fans were skeptical at first and didn’t want to try the Impossible Burgers,” recalled Münter. “But once they did, they loved the taste and texture! And when you tell them it’s better for their health and for the planet, they got more excited.”

 

Leilani at Tent

Leilani Münter takes a photo of skeptical racing fans trying Impossible Burgers at the Daytona International Speedway Fan Zone in February (Photo credit: Natalka Lindstrom)

 

I am excited to see what Münter will do for encore to spread her vegan, along with her animal rights and climate change-fighting messages. On the latter, she is a big advocate of electric vehicles — her personal car is a Tesla, powered by solar panels on the roof of her house.

Münter says to expect an announcement about her 2019 plans in early January.

 

PAST WINNERS

2017: The Athletes of Protect Our Winters (POW)

2016: The Rio “Climate Change” Olympics Opening Ceremony vignette

2015: Pac-12 Conference

2014: Forest Green Rovers

 

MORE ECO-ATHLETES WHO MADE A DIFFERENCE IN 2018

I’m happy to say that Leilani Münter is not a lone wolf eco-athlete. She is joined by a veritable All-Star squad of sailors, skiers and more who spoke out and/or took action on the environment this year.

Team director Mark Towill and skipper Charlie Enright led the Vestas 11th Hour Racing Crew to a fifth place finish in the ’round-the-world Volvo Ocean Race. Sustainability is a core element of the team’s DNA. They communicated their ethos of a cleaner, healthier environment to thousands of fans at race stops via an interactive Exploration Zone.

Jessie Diggins, who along with teammate Kikkan Randall, won the gold medal in the women’s team sprint freestyle race at the Winter Olympics in Pyeongchang, South Korea. Diggins also found the time to engage on the climate change fight. She supports a revenue neutral carbon fee and dividend program (CF&D), similar to the bill that was recently introduced with bipartisan support in the House of Representatives. Diggins told the New York Times, “Saving winter is something I believe in…and I feel like we’re actually really at risk of losing it.” 

 

Jessie Diggins NYDN

U.S. Olympic cross country gold medal winner and carbon pricing advocate Jessie Diggins (Photo credit: New York Daily News)

 

Arizona Cardinals rookie quarterback Josh Rosen talked climate change in a March interview in ESPN The Magazine: “One cause I’ll champion is the environment. It touches everything. I mean, the war in Syria started because of the drought and famine that destabilized the country and led the population to revolt against the government. I know global warming is a partisan issue for some stupid reason, but it touches everything.”

Sam Martin, punter for the Detroit Lions and an advocate for renewable energy, helped broker a deal that resulted in new solar installations at Ford Field and the club’s nearby Allen Park training facility. North Carolina-based Power Home Solar approached the team through a preexisting partnership with Martin and his Sam Martin Foundation,

Milwaukee Bucks point guard Malcolm Brogdon and four other NBA players announced the launch of Hoops₂Ojoining the fight for access to clean water in East Africa. Staying in the Beer Capital of the U.S., Brewers’ pitcher Brent Suter penned an OpEd urging action on climate in Fast Company. 

 

GREENEST NEW STADIUM OR ARENA OF 2018

Audi Field, D.C. United

It took D.C. United a quarter century to build its own, soccer-specific stadium. Audi Field sure looks like it was worth the wait as the 20,000 seat, $500 million stadium earned LEED Gold certification when it opened in July. Five months later, it added another honor by being named GSB’s Greenest New Stadium/Arena of 2018.

Audi Field drew our attention for a number of reasons, including:

  • The rooftop solar panel installation that provides roughly one million kilowatt hours of electricity annually, enough to offset nearly one third of the stadium’s electricity usage
  • Nearby access to D.C. Metro system’s green line train
  • An advanced, energy-efficient building envelope/skin
  • A storage vessel that collects rain water underneath the building. When it rains, water drains under the pitch into the vessel where it is slowly released so it doesn’t go into the nearby Anacostia River.

 

Audi Field

A packed Audi Field during the national anthem on opening night (Photo credit: WTOP/Noah Frank)

 

Fiserv Forum, the new home of the NBA’s Milwaukee Bucks, deserves honorable mention. On track to receive LEED Silver certification, the downtown arena is the world’s first bird-friendly sports and entertainment venue, thanks in part to a collaboration with the American Bird Conservancy.

 

PAST WINNERS

2017: Mercedes-Benz Stadium, Atlanta Falcons and Atlanta United

2016: Golden1 Center, Sacramento Kings

2015: CHS Field, St. Paul (MN) Saints

2014: Levi’s Stadium, San Francisco 49ers

 

BEST TEAM ON/GREENEST TEAM OFF FIELD OF 2018

TIE: Philadelphia Eagles, Super Bowl LII Champions and Atlanta United F.C., Major League Soccer’s 2018 Title Winners 

The Eagles checked the on-field box for their Best Team On/Greenest Team Off Field Court of 2018 award when they captured the franchise’s first Super Bowl in dramatic fashion, as backup QB Nick Foles outdueled Tom Brady and the New England Patriots, 41-33. Off the field, the Eagles became the first pro sports team to earn ISO 20121 certification for integrating sustainability practices into their management model. Among other things, the team:

  • Deployed edgy, humorous billboards that encouraged support for GO GREEN, the Eagles’ long-running fan-facing environmental program on Lincoln Financial Field’s concourses, ramps, and yes, even the restrooms.
  • Installed an interactive LED screen at the NovaCare Complex, the team’s practice facility down the street from “The Linc”. “It shows our employees how much energy our solar panels and wind turbines are producing every day, how much we recycle, and more,” said Norman Vossschulte, the Eagles director of fan experience.

And, just before we went to press, the Eagles announced that Lincoln Financial Field earned an upgrade from the US Green Building Council to LEED Gold status — it had qualified for LEED Silver in 2013.

 

Dallas Cowboys v Philadelphia Eagles

Sustainability-themed signage on display at Lincoln Financial Field (Photo credits: Philadelphia Eagles)

 

 

Atlanta United secured its spot on GSB’s Best Team On/Greenest Team Off Field podium by winning the MLS Cup trophy in only its second season of play. The “Five Stripes” knocked off the Portland Timbers 2-0 on Saturday night.

The team’s green cred is also championship caliber. After all, they play at Mercedes-Benz Stadium, the world’s first LEED Platinum pro sports stadium, sharing it with the NFL’s Falcons. Stadium management uses its massive, wrap-around scoreboard to share the green story with fans, 73,019 of whom showed for MLS Cup, the largest crowd in league history.

 

M-B Stadium

Green messaging greets fans of Atlanta United, the newly-minted MLS Cup champion, at Mercedes-Benz Stadium (Photo credit: Lewis Blaustein)

 

PAST WINNERS

2017: Golden State Warriors

2016: Cleveland Indians

2015: New England Patriots

2014: Ohio State University

 

GREEN-SPORTS GREENWASH OF 2018

Eco-Sailor Sir Ben Ainslie Signs Title Sponsor Deal with Fracking and Chemical Company Ineos

Sir Ben Ainslie is the most decorated sailor in Olympics history. As skipper of Land Rover BAR, the British entrant in the 2017 America’s Cup, he also won deserved plaudits for making environmental sustainability, in particular ocean health, a core value of his team.

One thing Sir Ben did not win was the 2017 America’s Cup, despite spending in the neighborhood $135 million over the four-year cycle. By some estimates, it will cost as much as $175 million to mount a legitimate campaign for the 2021 Cup.

So when British fracking^ and chemical company, Ineos, and its founder Jim Ratcliffe, offered Ainslie $153 million to fund the lion’s share of his 2021 Cup quest, Sir Ben had a choice: Take the money and risk being labeled a greenwasher, or keep his good name and his well-earned global reputation as an eco-athlete among fans, competitors, sponsors and more.

He chose Ratcliffe’s fracking money.

 

Ainslie Ratcliffe

Jim Ratcliffe (l), CEO of Ineos, with Sir Ben Ainslie (Photo credit: Toby Melville/Reuters)

 

Not surprisingly, GreenSportsBlog chose Sir Ben for Green-Sports Greenwash of 2018.  

And it wasn’t close for second place.

 

PAST “WINNERS”

2017: Super Bowl LI, Houston*

2016: Super Bowl L, Santa Clara, Super Green But (Virtually) No One (Outside of the Green-Sports Ecosystem) Knew About It*

2015: College Athletics Departments That Talk a Good Green Game But Took Koch Brothers Sponsorship Dollars

2014: Sochi Winter Olympics

 

Fracking (also known by its more technical name, hydraulic fracturing) is a process by which large amounts of water and sand, combined with often hazardous chemicals, are injected, at high rates of pressure, into rock formations to fracture surrounding material for the purpose of extracting oil and gas. Its negative environmental and health impacts are legion, many of which would’ve concerned pre-Ineos Sir Ben. These include contamination of groundwater, large volume water use in water-challenged regions, methane pollution which exacerbates climate change, exposure to toxic chemicals, and fracking-induced earthquakes.
* 2017 and 2016 designation was titled “GREEN-SPORTS MISSED OPPORTUNITY OF THE YEAR”

 

 


 

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If the Most Important Green Aspects of Super Bowl LII are Two Beer TV Ads, Is That a Good Thing?

Super Bowl LII will be played in Minnesota, one of the most environmentally-conscious states in the country. Host city Minneapolis is mass-transit friendly and filled with LEED certified stadia and arenas. The Philadelphia Eagles and New England Patriots will do battle in LEED Gold US Bank Stadium. The game will be zero-waste and 100 percent of the energy used to power the contest will be offset. Yet, it says here that the most important green aspect of the 2018 Super Bowl may well be two beer ads — unless the NFL steps up to tell the Big Game’s green story to the audience 100+ million people.

 

Question: What does this triumvirate — Clydesdale horses, the Bud Bowl, and recent catastrophic extreme weather events — have in common?

Answer: They are each themes of Budweiser Super Bowl ads, past and immediate future. If there was a Super Bowl Advertising Hall of Fame, the brand’s ads featuring the iconic, white maned horses and the fun, computer-generated football games played by teams of beer bottles (Bud vs. Bud Light!) would both certainly be first ballot inductees.

But corporate parent AB InBev’s stablemates Budweiser and Stella Artois are going in a different direction for Sunday’s broadcast on NBC.

In “Budweiser’s Super Bowl Beer Ad Isn’t about Beer,” which ran in the January 26 issue of Environmental Leader, Jennifer Hermes reported that the brand’s 60 second Super Bowl spot is actually about…water: “[US corporate parent] Anheuser-Busch currently produces canned drinking water at its Cartersville, GA, brewery, and ships them to communities in need. This year, the company shipped nearly three million cans of emergency drinking water to areas hit by Hurricanes Harvey, Irma, and Maria, and by the California wildfires. In total, the company says it has provided over 79 million cans of drinking water to communities in need. The Super Bowl ad tells the story of its employees in the Cartersville plant who produce the emergency drinking water. [It] features the general manager of the brewery, along with more than 20 of his local colleagues.”

 

Budweiser’s “Stand By You” water-themed Super Bowl ad (60 seconds)

 

Stella Artois’ 30 second ad, produced in partnership with water.org, features actor Patriots fan Matt Damon, who calls on beer lovers to step up to help solve the water crisis by buying a Stella beer chalice. Damon asserts that if just one percent of Super Bowl viewers purchase the glass, Stella will provide “clean water to one million people. For five years.”

 

Matt Damon stars in Stella Artois’ 30 second, water conservation-themed, Super Bowl ad

 

Why did Budweiser and Stella take this turn?

 

IT COMES DOWN TO WATER — AND EYEBALLS

Quality water is, of course, crucial to the beer brewing process. AB InBev and its U.S. subsidiary Anheuser-Busch has implemented a robust water stewardship and environmental protection program across its sprawling brewery roster.

The initiative has engaged employees, farmers, suppliers and strategic partners to devise and implement a wide range of water conservation and management measures. Anheuser-Busch says this approach helped it reduce water use across all of its U.S. breweries by nearly 50 percent over the last 10 years.

That is a BIG achievement which warrants the BIG ad spend — NBC Sports is charging $5 million dollars for a 30 second spot — on the BIG game to reach the BIGGEST television audience of the year — 111 million people watched the 2017 Super Bowl.

Reaching such a vast audience with environmentally-themed messaging is why I believe Bud and Stella Artois have co-authored the most important green story surrounding Super Bowl LII.

Oh, you might say, “I think the fact that the the NFL, the Minnesota Super Bowl Host Committee, and US Bank Stadium are teaming up to offset 100 percent of the game’s carbon footprint via the purchase of renewable energy credits is more consequential than a couple of ads.” Or, you might opine that “Rush2Recycle, the program sponsored by PepsiCo, and promoted by ex-NFL great Hines Ward, that will help Sunday’s game be the first zero-waste^ Super Bowl, has to be considered the most important green story.”

 

us bank stadium

Exterior of US Bank Stadium, site of Super Bowl LII (Photo credit: SI.com)

 

While those efforts are, of course, laudable, I still go with Bud and Stella.

Because the  audience of 100 million+ people who might see the Bud and/or Stella Artois water-themed ads on NBC will likely be between 50 to 100 times greater than the number of people who learn about the zero-waste and/or the offset aspects of Super Bowl LII. That audience includes the 66,000+ fans inside US Bank Stadium, along with readers of national media outlets like Fast Company magazine, which are giving the zero-waste Super Bowl story welcome coverage.

Now, the NFL can easily wrest the “most important green story of Super Bowl LII” title away from Bud and Stella. All it needs to do is to create a public service announcement touting the green aspects of Super Bowl LII — hey, as of this writing, there are three days left; plenty of time for great content to be produced — and air it on NBC during the game.

What a BIG deal that would be! But will the NFL step up?

The stakes, said Dr. Allen Hershkowitz, founder and former president of the Green Sports Alliance and a founding director of Sport and Sustainability International (SandSI), are much higher than even the Super Bowl itself.

“As one of the most visible sporting events in the world, the Super Bowl has a unique opportunity to promote environmental literacy and reduce cultural polarization related to climate change,” said Dr. Allen Hershkowitz. “US Bank Stadium’s commitment to 100 percent renewable energy credits, ambitious zero-waste goals, and the [Minneapolis] region’s intelligent mass transit infrastructure, positions this event to be among the most carbon intelligent Super Bowls ever. The question before us is this: Will the NFL meaningfully promote this aspect of the Super Bowl story? Given the bewildering retreat from essential, science-based climate policy being enacted by the worst environmental administration in our nation’s history, a counter message by the NFL promoting progress on climate could not be more important. It has a responsibility to the world to do so.”

 

ENVIRONMENTAL MESSAGING: A WINNER FOR THE NFL

NFL Commissioner Roger Goodell, Commissioner of the NFL, talks a good environmental game: “The NFL is a responsible steward of the environment in all areas of our business. Through [these zero-waste and offset projects], the League and its partners hope to set a new standard of environmental sustainability at the Super Bowl.”

But Goodell’s green talk mainly takes place in dry, easily ignorable press releases, not on Super Bowl broadcasts.

The Commish and league should go beyond press releases and talk the green talk to the widest possible audience — i.e. during the Super Bowl. Because doing so would likely be good for business.

Say what?

Hasn’t has been a tough season for the NFL: from anthem protests to “Fire the Sons of B**ches!;” from CTE to declining TV ratings#? Won’t many older fans get ticked off? Isn’t it better for a league whose ownership and fan base is seen as right-of-center to keep quiet about the environment and climate?

No, it is not.

And, again, I say this from a business building, not from the “it’s the right thing to do” point-of-view.

It is a 2016 conversation with an NFL marketing executive who preferred to remain anonymous that sticks with me. He said the one thing that kept him and his colleagues up at night the most was how to attract Millennial and Generation Z fans and keep them.

One thing that resonates with younger cohorts is the environment and climate: across the political spectrum, the 35-and-under set accepts the reality and seriousness of climate change at rates far greater than their older counterparts.

Will embracing climate and the environment be the main catalyst to turning the tide the NFL’s young fan problems? Of course not. This is a complex, multi-factorial problem and going BIG on the environment is, admittedly, not close to the most important potential solution.

But, it says here that an intelligent, clever environmentally-themed PSA will be well-received among Millennials and Gen Zers. Which would help.

Budweiser and Stella Artois, hardly fringe, left wing brands, believe leading with the environment is the right way to go. Will the NFL join them by airing a green PSA on Sunday? I wouldn’t bet* on it.

In the meantime, buy a Stella chalice and (responsibly) enjoy a Stella or a Bud in it on Super Sunday.

 

 

^ A sports event can claim “Zero-Waste” status by diverting 90 percent or more of its game day waste from landfill, most often by a combination of recycling and composting.
* I also am not betting on the game itself. My prediction? Patriots 24, Eagles 17. I hope I am wrong.
# NFL TV ratings have declined over the past three years but it still generates, by far, the biggest television audience — and not only in terms of sports programming.

 


 

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