Tennis Canada x Sustainability Partnerships

Why These Brands Together?

This partnership was built through strategy—not assumption.

I began by identifying the biggest gap within Tennis Canada’s sustainability efforts, which led to a clear insight: transportation is the largest and most complex source of emissions at the National Bank Open. Rather than forcing behaviour change, the goal was to find partners that could work within existing fan habits while making sustainable choices easier and more appealing.

That led to SparkCharge and Uber Green—a complementary pairing built around accessibility, scalability, and real impact.

SparkCharge addresses a key infrastructure gap by enabling on-site EV charging without permanent installation, making electric travel more viable for fans. Uber Green, on the other hand, provides an immediate, low-friction solution for the majority of attendees who rely on ride-hailing—allowing them to choose lower-emission transport without changing their behavior.

What makes this collaboration effective is how both partners work together to remove barriers rather than add complexity. Instead of asking fans to go out of their way to be sustainable, this approach integrates sustainability into convenience, incentives, and overall experience.

This is more than a sustainability initiative—it’s a behavior-driven partnership that turns a major environmental challenge into an opportunity for engagement, innovation, and measurable impact.