Allegiant Stadium, home of NFL American football team Las Vegas Raiders, will feature the infinitely recyclable Ball Aluminum Cup through a partnership between brewing company Molson Coors and Ball Corporation, a provider of sustainable aluminium packaging products.

Allegiant Stadium is spending its opening season without fans due to COVID-19, but upon the start of activities, 100,000 of the 20-ounce aluminium cups will be available in the club seats at all events. Through this collaboration, Allegiant Stadium joins a growing number of NFL stadia that feature the Ball Aluminum Cup at scale.

Molson Coors was announced as a founding partner of the 65,000-capacity Allegiant Stadium, and an official partner of the Raiders, under a deal signed in July. “Coors Light has a long history of sustainable product innovation – in fact, many people don’t know that we pioneered the first-ever aluminium cans to hit the market back in 1959,” said Adam Dettman, director of partnerships and licensing at Molson Coors North America.

“We’re proud to continue this history by partnering with Ball to ultimately provide fans with an eco-conscious experience, and a built-in piece of memorabilia that guests can take home after enjoying a game or event at Allegiant Stadium.”

In October, Ball made a major move in the venues marketplace by acquiring naming rights to Pepsi Center, home of the Denver Nuggets NBA basketball team and Colorado Avalanche NHL ice hockey franchise, as part of a wide-ranging deal with Kroenke Sports & Entertainment (KSE).

KSE signed a global partnership with Ball Corporation that also covers Emirates Stadium, home of English Premier League football club Arsenal, and SoFi Stadium, the new home of the Los Angeles Rams and Chargers NFL teams.

Commenting on their latest deal, Daniel Fisher, Ball’s chief operating officer of global beverage packaging, said: “We introduced the aluminium cup to meet the growing demand for more sustainable packaging choices, and we’re excited that our partnership with Coors Light will give fans visiting Allegiant Stadium an opportunity to further their efforts to reduce, reuse and recycle.”

Image: Jason O’Rear