The National Football League (NFL) has been greening the management of Super Bowl for 18 years. But for Super Bowl XLVI, Green Mountain Energy Company stepped in to help the NFL and the Indianapolis Super Bowl XLVI Host Committee take the event’s sustainability efforts to all new heights…making it the greenest Super Bowl yet.
The NFL has been “greening” the management of the Super Bowl for 18 years. For Super Bowl XLVI, however, Green Mountain Energy Company stepped in to help the NFL and the Indianapolis Super Bowl XLVI Host Committee take the event’s sustainability efforts to new heights.
It began with a competitive bid process to supply 15,000 megawatt hours of renewable energy certificates (RECs) to the big game, which would offset greenhouse gas emissions associated with the electricity used at the major NFL venues in Indianapolis. Green Mountain participated in the RFP and offered a highly competitive bid for the RECs – but didn’t stop there. To increase the value of the partnership and heighten the positive environmental impact of the event, Green Mountain included several other components in the deal:
- Provided carbon offsets to balance out greenhouse gas emissions associated with the AFC and NFC teams’ air and ground travel
- Supported a tree planting project in partnership with Keep Indianapolis Beautiful
- Provided RECs to green the electricity used at Aloha Stadium, site of the 2012 Pro Bowl, and also helped to fund a local urban forestry project at the Waianae Boys and Girls Club in Hawaii
- Donated a residential solar array to Rebuilding Together that was incorporated into the Near East Side Legacy Project, an Indianapolis Host Committee effort to revitalize one of the city’s central neighborhoods
Green Mountain’s 15 million kilowatt-hours of wind energy avoided over 29 million pounds of carbon dioxide (CO2) emissions. That weighs as much as:
- Nearly 33 million official NFL footballs
- Over 99,000 300-pound NFL defensive linemen
PR & Media Results
PR and marketing support for Super Bowl XLVI provided value to the NFL both leading up to the big game and afterward, resulting in an estimated reach of 485 million people (based on online impressions) and an ad value equivalency of $3 million. Tactics included:
- News release and custom-designed infographic distributed through BusinessWire, with pick-up in 383 news outlets
- Proactive outreach to hundreds of daily, environmental, sports and business media and digital influencers
- Online promotion through blog posts and social media, including creation of an official green hashtag for fans to follow #NFLGreen updates on Twitter
- On-site nationally syndicated radio interview at Rebuilding Together solar dedication event
- On-site signage at the NFL Experience Football Theme Park
- Video featuring former Green Mountain President, Paul Thomas, and NFL Environmental Program Director, Jack Groh
- Coverage resulted in 42 stories in a mix of trade, sustainability and mainstream news outlets and blogs including Bloomberg, Discovery News, GreenBiz, Green Sports Alliance, Huffington Post and Indianapolis Star.
Last year, we covered how Super Bowl XLV was slated to be the greenest NFL championship game in history. This year, the NFL is trying to outdo itself yet again by working with the Green Mountain Energy Company and the Indianapolis community to make Super Bowl XLVI the greenest yet… [The] infographic created by Green Mountain does a good job of translating the impact of the offsets purchased into fun, Super Bowl-themed terms that can be more easily comprehended by the average fan.
As one of the largest sports organizations in the country, the National Football League has a long-standing commitment to sustainable practices. In fact, for nearly two decades the NFL has been ‘greening’ the management of Super Bowl. This year, however, the NFL has gone further than ever in that effort. Due to a partnership with Green Mountain Energy Company…