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Denver’s Pepsi Center renamed Ball Arena

Ball Corporation and Kroenke Sports & Entertainment (KSE) have established a first-of-its-kind global partnership across three marquee venues in Denver, Los Angeles and London.

The partnership was founded on a shared vision to advance sustainability in sports and entertainment by strengthening in-venue aluminium recycling, providing fans with a more environmentally friendly fan experience and showcasing aluminium beverage packaging as the most sustainable choice.

The partnership includes naming rights for Ball and KSE’s hometown arena in Denver, Colorado, home to the NBA’s Denver Nuggets, NHL’s Colorado Avalanche and NLL’s Colorado Mammoth, and also home to family entertainment and concerts. The venue has been known as the Pepsi Center for more than 20 years.

Ball and KSE 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.

In each location, in addition to in-venue aluminium beverage packaging solutions, Ball and KSE will enhance local community programmes and increase awareness of the importance of aluminium recycling.

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.

The partnership marks a new era for both companies’ hometown multi-purpose Denver arena, the site of iconic athletic, entertainment and cultural moments throughout the past 30 years.

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.

These iconic venues will make the event and fan experience more sustainable by making infinitely recyclable beverage packaging more accessible and ensuring fans have confidence their beverage containers are being recycled and returned to the shelves.

At all three locations, this partnership enables KSE to provide guests with real solutions that address the packaging waste crisis, including cold beverages in the infinitely recyclable Ball Aluminum CupTM and in aluminum cans and bottles, with improved fan-facing recycling programs available on-site.


  • At Ball Arena in Denver, Ball will be KSE’s Official and Exclusive Sustainability Partner, working with KSE to transition to aluminium beverage packaging – cans, bottles and cups – for 100 percent of the venue’s concessions, with the goal of implementing a closed loop system by 2022. The partnership will include a comprehensive recycling and sustainability plan designed to strengthen the venue’s collection, processing and reclamation, as well as investments in community education focused on aluminum recycling.
  • In London, Ball will partner with Arsenal – one of the most watched soccer teams in the world – as its official sustainable aluminum beverage packaging partner. The partnership will explore ways in which Ball can support the club in reducing its impact on the environment and assist with educational initiatives for its global fanbase about the importance of recycling and other green practices. Ball’s partnership with Arsenal builds on both parties’ long history of working to support their community and signals a long-term commitment to a sustainable future.
  • In Los Angeles, Ball will become the official Infinitely Recyclable Aluminum Packaging Partner of SoFi Stadium and the Los Angeles Rams. SoFi Stadium – the new, 70,000-seat home to the Los Angeles Rams and Los Angeles Chargers – will feature the company’s infinitely recyclable aluminum cups for draft beer and cocktails. The Rams will use the cups at team training facilities, camps and on game days. Additionally, the partnership will allow Ball to create local sustainability awareness events, targeted community recycling improvements and educational programming.