Number 137
Image source: The Thunderbirds
The People's Open: How Spectacle Powers Philanthropy and Sustainability
Featured Focus:
Partnerships for Good, Community Programs,
Local Economic Development
Scope of Impact:
State
Scouting Report: For years, the WM Phoenix Open has reimagined as a vehicle for profound social and environmental impact. The event, known as "The Greatest Show on Grass," is a critical case study in purpose-driven entertainment. Here's what you should know:
A Legacy of Giving: The tournament, managed by The Thunderbirds, has raised over $208 million for Arizona charities since 1932, with more than $142 million raised since WM became the title sponsor in 2010. The 2025 event alone contributed a record $18.1 million. This is the ninth time the tournament has exceeded the $10 million mark.
Environmental Leadership: In partnership with Waste Management (WM), the tournament has established itself as the world's largest zero-waste sporting event for 13 consecutive years, diverting 100% of its materials from landfills through a mix of recycling, composting, donation, and energy conversion.
The Crowd's Contribution: The tournament's lively atmosphere, particularly at the iconic 16th hole, is the engine that drives its success. High attendance and fan participation directly generate revenue through initiatives like the "Green Out" and on-site raffles, channeling the energy of the crowds into tangible impact.
The WM Phoenix Open is a collaborative force for good, masterfully weaving together the spectacle of a major professional tournament with an unwavering commitment to community. This is a model for impact creation.
The electric energy and record attendance aren't a byproduct of the tournament, they are the intentional fuel for its mission. The tournament's organizers understand that every cheer, every ticket sold, and every recycling bin filled contributes directly to a greater purpose. This is a blueprint for how a sports property can become a community asset, driving both economic vitality and social change. The tournament's commitment to strategic philanthropy, from funding a pediatric burn unit to providing homeless individuals with IDs, demonstrates a sophisticated approach to creating real-world, long-term solutions.
We love the strategic alignment between the Thunderbirds’ goal of creating a zero waste sporting event and a partnership with WM that keeps on growing year after year. We also love The Thunderbirds origin story. They were founded in 1937 with the mission of promoting the Valley of the Sun through sports and keep an active member base of 55 under 45 y.o. Way to deliver on that mission!
We wonder if WM could do more year-round education as part of the title sponsor to further help the younger generation understand the impact of recycling, composting, and energy conversion.
They could take a page out of the Thunderbirds playbook and utilize the data and practices of the “People’s Open” to drive their point about sustainability in local schools and community centers.
What would it take to make your next event zero waste?
