The home ground of NBA team Denver Nuggets and NHL team Colorado Avalanche will now be known as Ball Arena after a multiyear global partnership deal was agreed between Ball Corporation and Kroenke Sports and Entertainment. Ball Corporation is an aluminum beverage packaging company based in Broomfield.
Ball Corporation and KSE announced the name change as part of a new partnership across three venues in Denver, Los Angeles, and London. Ball and KSE will also partner with Arsenal F.C and the NFL’s Los Angeles Rams.
The nature of the deal, across three separate venues, is unprecedented for KSE. Denver’s local arena had been Pepsi Center for the last 21 years. Pepsi will remain the official beverage sponsor of Ball Arena.
A press release from Ball Corporation said, “The partnership was founded on a shared vision to advance sustainability in sports and entertainment by strengthening in-venue aluminum recycling, providing fans with a more environmentally friendly fan experience and showcasing aluminum beverage packaging as the most sustainable choice.”
The Ball Corporation will be KSE’s exclusive sustainability partner at Ball Arena. In working with KSE, they vowed to transition to aluminum beverage packaging for 100 percent of the venue’s concessions to implement a closed-loop system by 2022. The partnership also includes investments in community education centered on aluminum recycling.
KSE chairman Stan Kroenke said, “Our goal in selecting a long-term international venue 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.”