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The Green Sports Alliance (GSA) has led the charge in promoting environmental and social responsibility within the global sports industry. With its unparalleled reach, the organization has leveraged the influence of sports to inspire positive environmental change for over a decade. Founded by Paul G. Allen’s Vulcan Inc. and the Natural Resources Defense Council, GSA collaborates with teams, leagues, and venues worldwide to drive measurable sustainability efforts.
Watson Creative has been a proud partner of GSA for over ten years, working to amplify its mission and expand its impact through strategic branding, digital innovation, and membership engagement.
GSA’s mission is ambitious: use the cultural and market influence of sports to promote healthier, more sustainable communities. However, with an evolving industry and rising expectations, GSA needed to refine its digital presence and brand positioning to meet new challenges.
Watson began with a deep dive into GSA’s goals and opportunities, identifying key areas for growth. The collaborative process revealed several priorities: enhancing member engagement, creating a robust online presence, and positioning GSA as the premier authority on sustainability in sports.
Central to GSA’s mission is its ability to inspire action. Watson crafted a refreshed brand identity that balances professionalism with approachability, ensuring GSA resonates with both industry leaders and passionate fans. The tagline, Playing for the Next Generation®, underscores the organization’s long-term vision and commitment to future sustainability.
The logo and design elements were modernized to reflect GSA’s innovative spirit, while the brand voice was refined to be authoritative yet inspiring. Campaigns like Play to Zero now capture the imagination of members and fans, showcasing tangible steps toward net-zero carbon emissions in sports.
The partnership between Watson and GSA has resulted in transformative growth for the organization. The redesigned website and membership portal have improved user engagement and retention, while the new branding has solidified GSA’s reputation as a leader in sustainability.
Participation in GSA’s annual summit has increased year over year, with the 2023 event hosted at Climate Pledge Arena—the world’s first net-zero sports arena—setting a new standard for sustainability in sports. Additionally, campaigns like Green Sports Day have gained international recognition, with over 115 teams joining the movement.
Paul G. Allen’s Vulcan Inc. remarked on the collaboration: "GSA is a beacon for sustainability in sports, and Watson Creative’s expertise has helped elevate our mission to new heights. Together, we’re shaping the future of environmental responsibility in the industry." Matt Watson, CEO of Watson Creative, reflected: "The Green Sports Alliance is proof of the transformative power of sports. It’s been an honor to support their vision and help build a platform that drives real change for communities worldwide."
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