In 2007 Vince ran a now famous advertisement on the back page of The Guardian newspaper inviting Richard Branson to his place for a solution to climate change and a carbon-free breakfast.
Following the investment of new chairman and eco-tycoon Dale Vince, and his company Ecotricity, The New Lawn employs a number of eco friendly features designed to help make the stadium one of the most environmentally football stadiums in the world.