Game Day Partnerships and Purpose: Exploring The Michigan Fan Experience

Introduction

This past weekend, I attended a game at The Big House where the reigning national champion, Michigan Wolverines, hosted top-ranked Oregon. Although the game didn’t turn out as the home crowd had hoped with a 38-17 defeat, the atmosphere before, during, and after was electric. Experiencing the passion and effort poured into these events to make everything run smoothly was truly impressive.

As always, I looked for unique partnership activations and purpose-driven collaborations at the game, and I came across some fascinating examples. Let’s dive right in!

Absopure Water Hydration Station

The first activation that stood out was the Absopure Spring Water Hydration Station, a unique and feature at the Stadium. As the Official Bottled Water of Michigan Athletics since 1988, Absopure provides Michigan fans with free water through multiple hydration stations located around The Big House, helping fans stay safe and hydrated throughout game day. Not only does this keep fans refreshed, but it also consolidates plastic waste, making it easier to recycle in a central area rather than having bottles and cups scattered throughout the stadium.

Additionally, Absopure water is available for purchase at all concession stands, and each season, around 2 tonnes of water bottles are recycled, highlighting the program’s dedication to both sustainability and fan experience. This partnership is a prime example of a property identifying a need and collaborating with a partner who is both capable and enthusiastic to bring their expertise and support.

For more information on the Michigan Athletics Absopure partnership click here.

Planet Blue: Waste Reduction at the University of Michigan

While exploring the stadium, I noticed the University of Michigan’s Planet Blue Program prominently displayed above recycling and garbage stations throughout the concourse. Intrigued by this initiative, I looked deeper into Planet Blue and its role in U-M’s sustainability efforts. Launched in 2011, Planet Blue represents U-M’s commitment to waste reduction through strategic purchasing, reuse, recycling, and composting practices. The university has set a 2025 goal to reduce waste sent to landfills by 40% compared to 2006 levels. Currently, U-M has achieved a 14% reduction toward this goal.

Zero Waste Initiatives

To further minimize waste on campus, U-M encourages the community to host “Zero Waste” events, with a target of diverting at least 90% of waste from landfills through recycling, composting, and waste prevention. The Office of Campus Sustainability provides guidance and compost collection services, supporting students, faculty, and staff in making their events as eco-friendly as possible.

Progress in Waste Diversion

Since the university set its waste reduction goals, the campus has expanded by over 9 million square feet, posing challenges to waste reduction efforts. Despite this growth, U-M has made significant progress, increasing its waste diversion rate from 29% in FY16 to 37% in FY23. This improvement highlights U-M’s dedication to sustainable practices, as the Planet Blue program continues to transform campus waste management and foster a culture of environmental responsibility.

Building Off Planet Blue

The University of Michigan has a unique opportunity to expand its Planet Blue campaign by introducing a dedicated corporate partner to support sustainability efforts at athletic events. One area with notable growth potential in Michigan’s partnership portfolio is sustainability and waste management.

While Planet Blue provides essential visibility, there’s still room to amplify engagement creatively. For instance, GFL’s partnership with North Carolina State Football serves as an inspiring model: by displaying the amount of waste recycled within the stadium on the billboard throughout the game, GFL actively involves fans in the stadium’s environmental impact. Implementing similar initiatives at Michigan would strengthen the University’s sustainability mission, showcasing its dedication to responsible practices while adding expertise in the way of waste diversion and sustainability with GFL.

Tailgate Opportunities

Something else that stood out during my visit was the surprising lack of brand activations or presence in the tailgating areas. Tailgating is a cherished tradition for many college sports fans, and while I may not be deeply familiar with the specific nuances of Michigan’s tailgating culture, it’s clear that this pre-game space holds untapped potential for fan engagement and partnership activations.

The tailgating environment is an ideal setting for brands to connect with fans in a personal, memorable way. By setting up interactive activations or branded experiences, corporate partners could become part of the tailgate festivities, offering giveaways, food and beverage samples, or even games and challenges that resonate with fans’ passion and excitement.

Integrating activations into tailgating not only enhances the fan experience but also deepens the partnership value for brands by aligning them with the Michigan gameday culture. Tailgating represents a prime opportunity to add vibrancy to the Michigan Athletics brand, further enriching the pre-game atmosphere and reinforcing a sense of community among fans.

Conclusion

Attending a Michigan football game at the Big House was truly unforgettable, and witnessing the effort that goes into creating an exceptional game-day experience was inspiring. The activations, partnerships, and sustainability initiatives demonstrated the powerful role that purposeful collaborations can play in enhancing both the fan experience and the university's impact. From the hydration stations by Absopure to the waste reduction efforts of Planet Blue, it’s clear that Michigan Athletics is committed to engaging fans and creating a positive legacy through its partnerships.

Reflecting on these efforts, there is still potential to amplify engagement, especially in spaces like tailgating and sustainability initiatives. Michigan Athletics has a unique opportunity to continue leading by example, aligning with partners that share its values and can bring innovative activations to new areas of the fan experience. Observing these initiatives firsthand has not only deepened my appreciation for Michigan's approach but has also provided valuable insights that I look forward to applying in my own work in the future. I hope you enjoyed the read. Stay tuned for the next edition of the Purposeful Partnerships Report!

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