Sustainable packaging solutions provider Ball Corporation announced that it has secured the naming rights for the former Pepsi Center, in a deal reached with Kroenke Sports & Entertainment (KSE). According to the companies, the deal is part of a first-of-its kind global partnership across three marquee venues in Denver, Los Angeles and London, aimed at advancing sustainability in sports and entertainment. The newly named Ball arena is home to the NBA’s Denver Nuggets, NHL’s Colorado Avalanche and NLL’s Colorado Mammoth.

The agreement marks a new trend in sustainability linked sports venues. In June, internet giant Amazon announced that it had secured the naming rights to the home of new NHL team the Seattle Kraken, calling it “Climate Pledge Arena.”

John A. Hayes, Chairman, President and Chief Executive Officer of Ball Corporation, said:

“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. We look forward to continuing to work with KSE to bring about positive change for years to come.”

Ball and KSE stated that they will also partner with the Premier League’s Arsenal F.C., which plays in London’s Emirates Stadium, and the NFL’s Los Angeles Rams and their home stadium, SoFi Stadium. According to the companies, at each venue, the new agreement will strengthen in-venue aluminum recycling. Additionally, they companies have committed to enhancing local community programs and increase awareness of the importance of aluminum recycling at each location.

Michael Ceilley, KSE Senior Vice President, Partnership Marketing & Media Sales, said:

“This announcement is an extension of a relationship that began between Ball Corporation and KSE a year ago with the introduction of their infinitely recyclable Ball Aluminum Cup.  That opened the door to this incredible opportunity, that builds on the importance of aluminum packaging and recycling. Working together, we believe this partnership will be transformative and help redefine the way arenas and stadiums operate globally. We are also grateful for PepsiCo’s dedication to elevating the fan experience at our arena for over 21 years, and through ongoing official beverage partnerships with the Denver Nuggets, Colorado Avalanche, Colorado Mammoth and Ball Arena.”

According to the partners, the agreement will see the Denver stadium transitioning to aluminum beverage packaging for 100 percent of the venue’s concessions, with the goal of implementing a closed loop system by 2022, Ball partnering with Arsenal as its official sustainable aluminum beverage packaging partner, and Ball becoming the official Infinitely Recyclable Aluminum Packaging Partner of SoFi Stadium and the Los Angeles Rams.

KSE Founder and Chairman E. Stanley Kroenke said:

“It is with great pride that we introduce Ball Arena as the new home of the Denver Nuggets, Colorado Avalanche and Colorado Mammoth. 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. We ask everyone to continue to stay safe and look after each other so that we can soon enjoy countless amazing memories at Ball Arena.”