The idea of the Fame Forest is to plant a tree in the Fame Forest for each artist who appears in the Barclaycard Arena. Each tree receives a wooden sign with the name of the artist. Nesting aids for insects, wildflower meadows and beehives are created, which together form ecologically perfectly functioning cycles. For each tree sponsorship the artist receives an individual certificate with the exact coordinates of the tree. The ecological-social project Fame Forest is based on an idea of the non-profit GmbH 'Das Geld hängt an den Bäumen' and the Anschutz Entertainment Group (AEG), which operates the Barclaycard Arena in Hamburg. As eponym of the Barclaycard Arena, Barclaycard actively supports this project, as does the municipal utility HAMBURG WASSER, in planting of trees.