BASF is sponsoring several sports teams and university athletic departments to promote sustainability and make sustainable practices more common. Their sponsorship includes initiatives like "Sustainable Saturdays" and "Sustainable Gamedays" aimed at educating fans on sustainability. The sponsorships allow BASF to align with their mission of creating chemistry for a sustainable future and shift social norms toward zero waste and other sustainable behaviors becoming standard. An NRG sponsorship plan for the 2014-2015 NFL season outlines using team partnerships and multiple marketing channels to raise awareness of their mission, inspire action, and engage fans in their sustainability efforts long term.

14. BASF Sports Sponsorship
Chemistry Connects with Sports to Make Sustainability the New
Normal
The Rise of Cultural Catalysts: Shaping Societal Demand and Behavior
Toward Sustainable Norms – Sustainable Brands 2014
Prepared by:
Christopher A. Bradlee
Market Development Manager, North America
BASF Biopolymers

15. BASF Sports Sponsorship
 What are we doing
– BASF sponsoring sports teams and athletic departments
– Seattle Mariners, Univ. Colorado, Univ, Michigan, Univ. Texas,
– “Sustainable Saturdays”, “Team Chemistry”, “Sustainable Gamedays”
 Why are we doing it
– Increase sustainability and drive success in our corporate mission:
“We Create Chemistry for a Sustainable Future”
– Make sustainable practices the new normal
@home, @work, @play, zerowaste is here to stay.
Being Authentic Has Been Key To Our Success
DD.MM.YYYY
PPT TEMPLATE ecovio® 15

16. 16INTERN19.04.2012
Sustainable Game Days
University of Colorado
Kitchen Container
Giveaway Day
Women’s Basketball vs.
USC

17. NRG + NFL TEAM
ACTIVATION PLAN
2014-2015 NFL Season Sponsorship Plan
April 2014
NRG
NFL

19. Our mission is to
connect people with energy freedom
that improves their quality of life today
and leaves the world a better place
for future generations.

20. 50 meter line?

21. Sports sets the example,
assimilation follows.

23. Events
Traditional Media Digital Ads
Player Social Media
Team Social Media
NRG Social Media
Influencer Content
BECOME
AWARE

24. Events
Team Hubs
Social Media
BE
INSPIRED

25. Team Hubs
Social Media
JOIN THE
MOVEMENT
Events

26. Sweepstakes
NRG Surprise
& Delight
Prizes
Player Surprise
& Delight
STAY
ENGAGED