Atlanta-based rolled aluminum producer and recycler Novelis will become the official aluminum recycling and sustainability partner on State Farm Arena’s journey to becoming a TRUE zero-waste venue. TRUE (Total Resource Use and Efficiency) is a standard set by Washington, D.C.-based Green Business Certification Inc. (GBCI).
“As the world’s largest recycler of aluminum, we want people to understand the environmental and economic value that comes from recycling their aluminum can, bottle, or cup,” says Tom Boney, executive vice president and president of Novelis North America. “We are proud to enable the use of more sustainable packaging in State Farm Arena and make recycling more convenient for fans in our hometown.”
Novelis will supply guidance and operational knowledge to organize, sort, and recycle aluminum and other materials at the arena, home to the NBA’s Atlanta Hawks. The partnership will primarily focus on promoting sustainability, responsible recycling, and a circular economy.
“Over the past two years, we have made incredible strides toward our goal of becoming the first zero-waste venue in sports and live entertainment,” says Steve Koonin, Hawks and State Farm Arena CEO. “We fully believe that as a leader in sustainability, Novelis is perfectly positioned to advise our leadership, educate our fans and help us accomplish this monumental feat.”
State Farm Arena’s most premium suites will be renamed The Novelis Sustainable World Veranda Level. Each suite will educate its guests about the importance of sustainability and responsible recycling habits. During the partnership, aluminum cups, canned water, and recycling receptacles will be made available in each individual suite.
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. During each home game, an in-game segment called Recycle and Win Presented by Novelis will spotlight a fan who responsibly diverts waste from landfills by correctly using the arena’s compost, recycle, and trash bins.
“Having a partner like Novelis allows us to take our sustainability efforts to another level,” states Sofi Armenakian, Hawks and State Farm Arena director of sustainability and operations. “We know that sports can make an impact far beyond the game itself, and it is paramount that we remain true to our community by practicing sustainability.”
Earlier this year, GBCI announced that Game Four of the Atlanta Hawks’ first-round playoff series against the New York Knicks earned TRUE certification. This marked the first time a sporting event in the world received TRUE designation for an event.
Novelis and the Hawks made their new partnership announcement on Nov. 15, America Recycles Day.
Photo courtesy of Cookerly PR. Caption: State Farm Arena recently shifted from single stream to multi-stream recycling. Materials that are picked up from the arena are separated into plastic/aluminum, cardboard, glass, and metals streams.