Rams Go For The Green In Marketing Deal With Waste Management

By Terry Lefton, Editor-at-Large

At a time when many brands are looking for "green'' marketing programs, Waste Management has signed a three-year, low-seven figure deal with the Rams, making it the founding sponsor of the team's new 4R environmental platform. The Rams deal, which does not include any WM services for the team or city of St. Louis, is expected to be rolled out at tomorrow night's game against the Steelers in St. Louis, when RB Marshall Faulk's jersey is being retired. Other than the green marketing platform, WM will get its logo on the back of all Rams tickets, along with stadium signage, a "bug'' during scoreboard highlights and co-branded recycling bins. "Every business of size is looking for a way to address environmental issues,'' said Bob Reif, whose Audible Marketing & Sports does sponsorship sales for the Rams and negotiated the deal. "This is something that could work for any team or league, because you raise awareness on a key issue and monetize it at the same time.''  Reif said there have been preliminary discussions with the NFL about a league-wide green deal for WM; the company's other sports sponsorships include NASCAR team and league deals, which are not expected to be renewed for the '08 season.