By Bret McCormick, Sports Business Journal
The Hawks and State Farm Arena unveiled a multiyear partnership with Atlanta-based aluminum rolling and recycling brand Novelis, coinciding with today being National Recycling Day. Novelis becomes the team and venue’s official aluminum recycling and sustainability partner. State Farm Arena is shooting to become a TRUE (total resource use and efficiency) certified zero-waste venue, a standard set by credentialing body Green Business Certification Inc. The arena has reached 90% waste diversion — which qualifies as “zero waste” — every game since May 30, 2021. The two sides arranged the deal themselves after talks began back in the spring.
State Farm Arena’s most premium suite level will be named the Novelis Sustainable World Veranda Level, and each suite will educate its guests on the importance of sustainability and responsible recycling habits. Suites will be stocked with aluminum cups, canned water, and recycling receptacles. The Hawks will partner with Novelis on a variety of other initiatives, including hosting an annual green-centered, joint community service project, and a “Green Game” later this season. And each game, a fan who responsibly diverts waste from landfills by correctly using the arena’s compost, recycle and trash bins will be recognized during a segment called “Recycle and Win, presented by Novelis.” Novelis is growing rapidly, with $12.3B in net sales during FY ’21.