Raleigh NC| Nets Franchise To Go Green

Nets Partner With Barclays PLC For Go Green Campaign

The New Jersey Nets don’t wear any green in their jerseys, but that’s not stopping them from being the first NBA franchise to officially go green.  The New Jersey Nets have partnered with Barclays PLC, a British financial conglomerate, to reduce the size of their “carbon footprint.”  In order to do this, the Nets are improving their water efficiency, energy efficiency, and recycling rates. 

The nets have even launched a website where you can find out more about what they are doing to improve the environment.  The site lists ways that fans can reduce energy use and conserve water, lists the benefits of trees, gives information on global warming, and even has a glossary of green terms to help you better understand the jargon.

Pro sports teams day-to-day activities use a large amount of energy (powering stadiums, traveling, grounds upkeep, etc.), and the Nets goal is to reduce that amount.  Right now, their main focus in on becoming carbon-neutral, which means achieving a net zero for carbon emissions.   In order to reach net zero CO2, the Nets are purchasing carbon emission credits, which provide a way to reduce greenhouse emissions and support global renewable energy projects around the world.

In order to promote their campaign, the Nets hosted and played in the first ever carbon-neutral game.  All of the energy that was consumed by both teams and their fans, as well as the operation of the IZOD Center (Nets stadium) was offset by carbon emission credits.  The game also included several announcements to inform fans on how to be more environment friendly.

As a result of this campaign, the Nets are also benefiting projects worldwide.  One of these projects is the Rhine-Ruhr Waste Gas Power company in Germany, which catches leaking methane from three abandoned coal mines in Germany before it can contaminate the atmosphere. Another project is the Solar Water Heating Systems in India, a project that swaps out polluting kerosene for energy efficient solar power. 

Julianne Waldon is the Nets chief environmental officer, and said this about the campaign, “We’re going to be cutting our utility costs and lowering our monthly bills…It’s extremely important not only as a business strategy, but as a social strategy. We’re trying to give back to the community that’s given to us for so many years.”

The New Jersey Nets are a losing team in a league on the rise, but this may be just what they needed to increase fan awareness.  With the 9th worst attendance in the league, the Nets are trying to make changes.  They are improving the publics perception of their organization, they are helping out their community, they are impacting the global environment, and they are reducing their own costs.  In an economy where people have less money to go to NBA games, and are more worried about the environment, this was a great public relations move. 

The Nets plan on making this a long term campaign and have stated that this strategy will follow them to their new home in Brooklyn when they move into the Barclay Center in 2009.

Does your organization need a full-service public relations firm? If so, visit the MMI Associates website. Any questions? Give me, Patty, a call at (919) 233-6600.