Bartram helps PG&E and the Giants create a more sustainable AT&T Park

Over the course of Bartram Sponsorship Strategies’ work with PG&E, one of our most important contributions has been to create a clear strategic purpose for sponsorships by bringing the company’s commitment to the environment to life through sustainability-related content and messaging. For many sports events and venues, we have helped to position PG&E as lead sustainability partner, allowing sponsored properties to save energy while promoting environmentally friendly practices among their widespread fan bases.

On behalf of PG&E, Bartram manages a fully integrated major San Francisco Giants sponsorship that includes extensive brand exposure and special event games. As lead sustainability sponsor of the Giants and AT&T Park, PG&E installed 590 solar panels at the ballpark in 2007, providing 120 kilowatts of energy for PG&E customers in the City of San Francisco.

They followed the solar installation with the development of two new Green Garlic Fries concession stands in 2009 and 2010. The fryers in these green concession stands use 32% less gas; an improved cooling system saves approximately 35% more energy; and new light fixtures help conserve 36% more electricity. The green concession stands became instant fan favorites at the ballpark.

These and other facility improvements allowed PG&E to lead the way in helping the Giants to achieve LEED Silver status in 2010, making them the first existing ballpark to receive that honor. This achievement created positive media buzz for all parties involved and increased fan awareness of good sustainability practices. Both PG&E and the Giants continue to receive accolades for the positive effects generated by their sustainable partnership.

In addition, we have helped PG&E to link their Giants partnership to other sustainability-themed PG&E programs and partnerships. In 2009 and 2010, the company served as a lead sponsor of special Earth Day games at the ballpark, partnering with another strategically aligned organization, the California Academy of Sciences. For 2011, we helped PG&E to develop a program in which seven Solar Schools receive the opportunity to send a class to a Giants game that includes a pre-game green tour of the ballpark as well as an on-field ceremony.

PG&E also sponsors a major promotional day where the company recognizes its Solar Schools Teacher of the Year and an active corporate employee volunteer. In 2010, this took place at Tim Lincecum Bobblehead Day; in 2011 it will be Buster Posey Bobblehead Day, each presented by PG&E.

Through their longstanding partnership, PG&E and the Giants continue to be able to tell the story of how both organizations are supporting the environment and the community through their actions.