Michael J. Kelley, Senior Director of Global Strategic Partnerships at Ball Corporation, leads the company’s global sports and entertainment collaborations, driving award-winning marketing programmes with major teams such as Arsenal FC, the LA Rams, Denver Nuggets, and Colorado Avalanche. With nearly two decades in sports marketing, he specialises in building community-driven, high-impact campaigns that connect brands with passionate audiences.
In an interview for “End-user Revolution: Aluminium’s Impact on Modern Living” e-Magazine, Kelley discusses how Ball Corporation leverages strategic partnerships to accelerate aluminium can adoption, build consumer awareness, and strengthen sustainability behaviours. Kelley discusses fan-engagement initiatives like “Aluminum Assists,” the company’s approach to mitigating tariff-driven cost pressures, and its long-term vision to boost recycling rates and recycled content across beverage packaging.
AL Circle: Ball Corporation is frequently in the spotlight for its collaborations – whether for launching innovative aluminium packaging solutions or driving awareness campaigns on aluminium can usage. How crucial are partnerships and collaborations in developing new packaging formats and promoting them effectively in the market?
Mike Kelley: At Ball, partnerships are essential in how we innovate, educate and inspire action. Whether we are introducing a new packaging solution, like our recent collaboration with Unilever and Alcoa or driving behaviour change through sustainability campaigns with our sports and entertainment partners, our most impactful work is done with our collaborators.
We are dedicated to understanding our customers’ unique needs and challenges, and fostering partnerships built on collaboration and shared growth. We have a strong history of expanding beverage categories into aluminium with modern shapes and resealable solutions that meet consumer demand, including canned wine, craft beer and canned water.
When we collaborate with likeminded organisations, we can reach audiences in more meaningful ways. For us, every partnership is an opportunity to advance the role of aluminium as a packaging solution and vehicle for circularity.
AL Circle: What is your strategy behind partnering with the Denver Nuggets and Colorado Avalanche to launch “Aluminum Assists” — a season-long, fanfocused programme designed for promoting sustainable aluminium packaging? How do you see this collaboration helping you connect with the right audience for aluminium cans? Also, who do you identify as your key target audience — can they be defined by age, lifestyle, or purchasing power?
Mike Kelley: The core idea is to channel the competitive spirit of Colorado sports fans into sustainable action, showing that sustainability can be fun, impactful and accessible to everyone. By partnering with Kroenke Sports & Entertainment (KSE) and leveraging the popularity of the Denver Nuggets and Colorado Avalanche, the programme turns fandom into a force for good. Fans are encouraged to take small, everyday actions - like choosing aluminium packaging or recycling - and see them as part of a bigger win for their team and the planet.
Aluminium Assists takes place during the NBA and NHL regular seasons and has fans compete head-to-head in a tournament style competition to see which fanbase can take the most green actions, all tracked on AluminumAssists.com. When fans score points, they’re competing for opportunities to win exclusive prizes, including tickets, swag bags and signed merchandise.
The campaign primarily targets Colorado sports fans, with eligibility for prizes limited to legal residents aged 21 and older. However, the broader messaging appeals to active sports fans, those who value community and team-based activities, and beverage consumers who prioritise sustainability in their buying choices.
To go deeper into the complete interview, click here.
