Winning the environmental challenge game.
Plastic recycling is as much of a hot topic today as it was at the 2018 FIFA World Cup in Russia. Only 4% of the waste is recycled in Russia, making hosting an event with hundreds of thousands of attendees an environmental challenge. With an average attendance of 47.371 people per game, fans left behind more than just good memories of the event. They left hundreds of thousands of Budweiser red white cups too.
Being an official the FIFA World Cup sponsor and a social responsible brand, Budweiser decided to do something about it. The solution was to create an innovative and eco-conscious new sports facility in Sochi, Russia.
ReCup Arena is a football pitch made entirely out of more than 50,000 Budweiser Red Light Cups that were collected at arenas and the FIFA Fan Fests after the tournament in 2018.
The eco-conscious arena was an architectural, engineering and design solution that became a free community platform and more broadly helped to drew attention to the plastic recycling problem. Everybody wins!