Arsenal FC and Ball Corporation

Arsenal and Ball Corporation ran ‘The Green Gooners Cup’ campaign in Spring 2024.

The unique tournament, which ran for three weeks, encouraged Arsenal supporters to engage in activities like choosing aluminium products, recycling used packaging, eating meat-free meals and reducing car use for short journeys.

Supporters scored ‘green goals’ for getting involved, with a wide range of prizes up for grabs.

The Arsenal supporter who took the most action won the ultimate matchday experience, meeting a men’s first-team player, watching a game from a box and enjoying pitch-side access.

Presented by Ball Corporation and delivered by Planet League, the Green Gooners Cup launch featured Declan Rice, Gabriel Jesus and Jorginho scoring green goals by showing off their recycling knowledge and ball skills.

CAMPAIGN DEVELOPMENT

Objectives:

  • Ball Corporation & Arsenal are calling on all Arsenal supporters globally to make a difference by changing daily habits and behaviours to be live more sustainably.

  • Increase supporter consideration for recycling.

  • Increase supporter consideration for choosing aluminium and reducing single-use plastic.

  • Increase supporter awareness of Ball as Arsenal’s sustainability partner/ increased brand perception.

  • 5,000 number of entrants for the campaign, choosing to recycle or take a sustainable action.

Approach:

  • 3-week sustainability campaign – kicked off on World Recycling Day.

  • Supporters driven to greengoonerscup.com to participate

  • Green’ goals scored by taking small climate actions. Emphasis on aluminium and recycling-related activities e.g. switch to can, recycling on the go, buying recycled products

  • Supporters upload a photo of their action to score - Planet League's VAR system checked each photo

  • Easy entry points for supporters via quizzes, watching content and inviting friends to join.

  • Live leaderboards provided real-time competition between fans

  • Community groups enabled collective action and smaller groups to participate, including Ball employees and official AFC Supporter Groups.

MARKETING

  • Creation of 2 first-team player videos – ‘Top Bins’ and ‘Cup Stacking’

  • Promotion via owned channels including app, Arsenal.com and social channels

  • Paid social campaign

  • Nicole Holiday influencer campaign

  • Digital ad banners, pre-match newsletter at The Emirates

  • Promotion via Arsenal in the Community

  • Ball and Arsenal FC employee campaign

IMPACT

MEDIA COVERAGE

Sky Sports

Sky Sports

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