Heineken USA, headquartered in White Plains, New York, has joined forces with The Recycling Partnership, Falls Church, Virginia, to engage soccer fans in the mission of recycling. For the second year in a row at two matches of the 2017 International Champions Cup (ICC), fans 21 and older are encouraged to visit the Heineken beer gardens before the match for a chance to win prizes and pitch in to help green the future.
The events take place in the ICC Match Fan Fest Heineken Beer Gardens at MetLife Stadium in East Rutherford, New Jersey, and at Hard Rock Stadium in Miami. Attendees can play a carnival-style game of chance with their Heineken cans to win prizes that include a koozie, a pass to skip the line at the bar and a discount code for a safe ride home with Uber.
Soccer fans first had the opportunity to visit the beer gardens to try their luck July 22 at the Juventus vs. FC Barcelona match at MetLife Stadium in East Rutherford.
Their second chance comes during the Real Madrid CF vs. FC Barcelona July 29th at Hard Rock Stadium in Miami.
The Recycling Partnership is a national nonprofit organization that applies corporate partner funding to improve the recycling system in cities and towns across the nation, thus increasing supplies of clean materials for manufacturing. Heineken USA was the first brewer to join The Recycling Partnership in 2015 to ensure recycling efforts are broadened across the nation.
“Reducing our greenhouse gas emissions is a core component of our global sustainability framework, ‘Brewing a Better World,’ and recycling is a proven pathway for achieving that commitment,” says Stephanie Johnston, director of corporate social responsibility at Heineken USA. “The Recycling Partnership is dedicated to educating the nation about the benefits of recycling right, and collaborating at the International Champions Cup is an effective way to engage soccer fans who are visiting from across the world in the value and benefits of recycling.”
“Last year’s collaboration with Heineken USA helped us reach an entirely new audience in an unexpected place, teaching soccer fans about the benefits of recycling,” says Keefe Harrison, CEO of The Recycling Partnership. “Recycling not only protects the environment, but it also creates jobs and supports the economy. Individuals are the key to unlocking these benefits for their communities, and educating them in engaging ways like our activation events is an innovative approach that we are excited to continue.”