Arizona Diamondbacks’ Reusable Cup Program, Fijian Women's Rugby Breakthrough, and MLS’s Jersey Collaboration

Welcome to the twelfth edition of the Purposeful Partnerships Report, the weekly newsletter highlighting purpose-driven partnerships in the sports industry. This week, we explore the Arizona Diamondbacks reusable cup program, Breaking barriers with Fijian Women's Rugby, and the MLS fresh take on defective jerseys. Let’s jump right into it!

Diamondbacks Become First MLB Team to Launch Reusable Cup Program

The Arizona Diamondbacks have partnered with Bold Reuse and hospitality partner Levy to introduce a reusable cup program at Chase Field, marking a significant milestone in sustainability efforts within Major League Baseball.

Innovative Partnership and Sustainability Efforts

Fans seated in the Bar-S All-You-Can-Eat Seats will enjoy unlimited Pepsi beverages in reusable cups. These cups, after use, can be returned to labeled bins, where they will be collected, sanitized, and reused for future games. This initiative makes the Diamondbacks the first team in MLB to implement reusable drinkware, setting a precedent for other teams to follow.

PepsiCo's Commitment to Sustainability

PepsiCo is sponsoring this initiative as part of its pep+ sustainability program, aiming to have 20% of its beverages in reusable products by 2030. This program at Chase Field will continue through the remainder of the 2024 season, furthering the company's environmental goals and enhancing the fan experience at the ballpark.

Conclusion

I love this Arizona Diamondbacks' initiative as it addresses a high-waste area of their business by turning it into a sustainable feature that also engages fans and partners meaningfully. The All-You-Can-Eat Seats at their stadium can accommodate 600 people, and with 81 home games in the MLB schedule, this initiative has the potential to save 48,600 cups every season from being thrown away! If successful, this program could be easily replicated in other seating areas within Chase Field.

This initiative aligns perfectly with the Diamondbacks' brand, as witnessed in the Purposeful Partnerships Report Week 7: Blue Jays Report, where the team ranked 2nd in the league for CSR Sponsor Assets. I'm excited to see how this initiative progresses and hope it becomes a model for stadiums across the league soon!

For more information, you can read the full article here.

Olympic Rugby Medal Boosts Pacific Gender Violence Fight

Breaking Barriers in Fijian Women's Rugby

When the Fijian women's rugby team clinched a bronze medal at the Tokyo 2020 Olympics, it marked a historic achievement as the first Olympic medal for a women's team from any Pacific Island nation. This victory has significantly accelerated women's participation in rugby across the region.

The medal win has not only inspired a surge in female rugby players, with participation doubling to around 16,000 players by 2023, but also increased the involvement of women in coaching, officiating, and leadership roles within the rugby community.

Get into Rugby PLUS: Promoting Gender Equality

A key program contributing to this growth is Get into Rugby PLUS, supported by UN Women through the Pacific Partnership to End Violence Against Women and Girls. This 20-session program integrates rugby activities with lessons on gender equality and promotes rugby's core values: respect, integrity, solidarity, discipline, and passion. It provides a safe, non-contact playing environment for both boys and girls.

Impact and Results

The program has shown remarkable results in changing attitudes towards gender-based violence. In Fiji, the number of female players who strongly disagreed that harassment was sometimes a girl's fault increased from 44% to 70%. In Samoa, 92.2% of boys moved away from the belief that males are better leaders than females, with 70% of participants rejecting stereotypical gender roles.

Aligning with National and Global Goals

Since its inception in 2018, the program has significantly impacted players and coaches in Fiji and Samoa. It aligns with the Fiji Government's National Action Plan to Prevent Violence Against All Women and Girls (2023-2028) and World Rugby's strategies to increase women's participation. Local initiatives, like requiring provincial teams to include women's teams, have further bolstered these efforts.

Collaborative Efforts

Get into Rugby PLUS is co-funded by the Australian Government's Team Up initiative, the European Union, and ChildFund Rugby. It is jointly developed and implemented by Oceania Rugby, the Fiji Rugby Union, Lakapi Samoa, UN Women, and ChildFund Rugby. The program, which won the Community Award at the 2023 Leaders Sports Awards, builds on World Rugby's Get into Rugby initiative.

For more information, you can read the full article here.

(re)boot Unveils New Collection in Partnership with Major League Soccer

(re)boot, the innovative sustainable upcycling brand, has launched its latest collection in collaboration with Major League Soccer. This brand new collection involving six MLS clubs, transforms deadstock Leagues Cup 2023 T-shirts, MLS club training tops, and game-worn kits into sustainable fashion pieces.

Revamping Fan Merchandise

This launch builds on (re)boot’s successful debut with Inter Miami CF, repurposing T-shirts made unusable due to a production error. These shirts have been creatively upcycled into stylish oversized polo tops, integrating vibrant streetwear culture and sustainability.

Only The Beginning

The 200-piece collection, featuring player-worn match jerseys, training tops, and goalkeeper jerseys, marks an exciting launch. This event also coincides with (re)boot’s designation as an official national licensee for MLS and Fanatics, paving the way for future sustainability initiatives. As part of the MLS's ongoing commitment to integrating sustainable practices into their business, this collection highlights the league's dedication to reducing environmental impact by repurposing and reimagining athletic wear. By partnering with (re)boot, MLS not only promotes the reuse of high-quality sports apparel but also underscores their broader mission to foster a more sustainable and environmentally conscious sports industry.

For more details, visit reboot.futbol.

Until Next Week

That’s all we have for this weeks edition of the Purposeful Partnerships Report. Stay tuned for next week's edition where we explore the effect relegation has on Championship-bound Premier League teams sponsorship portfolios.