Since the first puck dropped on the 2023-24 season, WM and the  Admirals have built a powerful partnership centered on environmental stewardship and fan engagement. This collaboration has integrated sustainability directly into the game-day experience, through a variety of initiatives. Notably through WM’s sponsorship of the Admirals’ ticket recycling program, fans are encouraged to “recycle” their unused tickets for future games. This initiative ensures that every seat has the potential to be filled while reinforcing the core values of reuse and waste reduction within the Milwaukee community.

The partnership has also found creative ways to keep recycling top-of-mind during the heat of the action. Fans at historic Panther Arena are frequently treated to “WM Recycles” instant replays, a clever branding tie-in that equates the second look at a great play with the second life of recycled material.

To further drive this message home, the Admirals and WM recently released a digital feature starring forward Jake Lucchini and the team’s lovable mascot, Roscoe. The video uses humor and hockey highlights to educate fans on proper recycling habits, making the “how-to” of sustainability both accessible and entertaining for all ages. Check out the video here:

The momentum of these efforts is now building toward a season highlight: the WM Go Green game on March 21, 2026. This night, in tandem with a special Brewers giveaway and annual Outdoors Night, will serve as a culmination of the season’s educational initiatives. The game will feature WM on-site activations, a ceremonial puck drop, and in-game community role model segment designed to deepen fans’ understanding of their environmental impact. As the Admirals take the ice, the game will help showcase how professional sports and industry leaders like WM can team up to protect the “home ice” we all share.