Heineken helps sponsor recycling at soccer matches

White Plains, New York-based Heineken USA has teamed up with The Recycling Partnership, Falls Church, Virginia, to determine which team’s soccer fans are “the greenest” at three International Champions Cup events taking place in the United States in July and August 2016.

Fans will have the chance to represent their favorite clubs by placing their recyclables in specially marked bins. Sensors on each container will keep track of the total number of items recycled and which team is in the lead. Supporters of AC Milan, Bayern Munich, Chelsea Football Club and Real Madrid will have the opportunity to score points against their rival fans by recycling the most products on behalf of those teams.

The three matches at which the bins will be placed are:

• Bayern Munich versus A.C. Milan, July 27, at Soldier Field in Chicago;
• Chelsea Football Club versus Real Madrid, July 30, at Michigan Stadium in Ann Arbor, Michigan; and
• Bayern Munich versus Real Madrid, Aug. 3, at MetLife Stadium in East Rutherford, New Jersey.

“Soccer fans are some of the most passionate and loyal fans in sports, and we look to tap into their pride and team spirit to boost awareness for recycling, a priority initiative for Heineken USA,” says Tara Rush of the firm’s chief corporate relations office. “The Recycling Partnership has been a true champion in helping educate and improve recycling in the U.S., and we are excited to join together at this summer’s International Champions Cup.”

In December 2015, Heineken USA was the first brewer to join The Recycling Partnership, an organization focused on increasing curbside recycling in the U.S. The two organizations say they intend to increase community education and awareness of recycling at the national and the local level.

“By collaborating with Heineken USA at the International Champions Cup, we’ll be able to reach and educate an incredibly important group of consumers,” says Keefe Harrison, executive director of The Recycling Partnership. “Soccer is one of the most popular sports for millennials today, and they are also the age group that will have the biggest impact on our environment in the near future,” she adds.