We leveraged its partnership with Forest Green Rovers, the world’s greenest football club, to promote its sustainability credentials. We started by rallying the nation to rename the club’s stadium with a Twitter vote. Among thousands of organic engagements, one punter suggested we simply rename the ground ‘Kevin’, which got the whole country talking about small sponsorship deal in rural Gloucestershire.
It was then that we launched our tree planting initiative ‘Netting Zero’, pledging to plant trees for every nil-nil game during the 2020-21 season. Our pledge covered every professional football game in England’s top four leagues - so that even when nobody won, at least the planet did.