"THE LARGEST FAN-DRIVEN CAMPAIGN ON SUSTAINABILITY EVER SEEN IN SPORTS"

The model of fandom is changing. Commercial partners are demanding more from their partnerships with teams. And the sports industry is a tipping point to lead responsibly.

The Green Action League was a 3-week sustainability tournament for fans of Arsenal, Los Angeles Rams, Colorado Avalanche, and Denver Nuggets.

Fans signed up on their team-branded platform and scored “green points” by taking simple green actions including recycling, switching to meatless meals, and carpooling. 

The activation, by Ball Corporation, was promoted through player content and a dedicated comms campaign from each of the teams.

Each activity was verified and top performers won exclusive prizes including game tickets, meet-and-greets with
players, and signed merchandise.

Sky Sports dubbed the campaign “The largest fan-driven campaign on sustainability ever seen in sports”.

The League was fronted by Denver Nuggets’ DeAndre Jordan who featured on BBC Sports and Sky Sports. Overall the campaign attracted 14 million impressions, plus 3.9m in earned media.

Over 9,000 fans participated across 171 countries, scoring over 123,000 verified Green Points.

In fan surveys 95% felt more motivated to live sustainably, 89% learned more about sustainability through the campaign, 95% planned to continue green actions. 94% said it was the best campaign they’ve seen on sustainability and 93% said they would like to see more sustainability campaigns from their team.

"The Green Action League is all about how small, simple actions can add up to a massive impact," said Tom Gribbin, Founder, Planet League. "Fans don't need to overhaul their lives; just recycling an aluminum can, opting for a meatless meal, or picking up litter can score points and help their team lead the way in sustainability. We're proud to partner with these incredible sports teams, who are showing the world that, together, we can tackle climate in a fun and accessible way."

Each team's site can be found here:

• Arsenal: GreenGooners.com

• Los Angeles: RecyclingRams.com

• Denver Nuggets: NetZeroNuggets.com

• Colorado Avalanche: AluminumAvs.com