In two years Brazil will host the 2014 FIFA World Cup, and as one of its main sponsors Coca-Cola has pledged to reduce the tournament’s environmental footprint by launching a plastic bottle recycling scheme. The project will see the drinks giant donate plastic bottles that will be reused in the linings of 6,773 seats in Rio de Janeiro’s new Maracanã Stadium, which will host the World Cup final.
Coca-Cola has launched several similar projects over the years in order to improve its environmental credentials, but as one of the main partners for one of the biggest sporting events in the world, the company wants to be seen as really making an effort to make it the most sustainable soccer tournament yet.
With Brazil hosting the FIFA World Cup andtwo years later the Olympic Games, public opinion is that the games should be as environmentally-friendly as possible. A recent survey by FIFA revealed that 92% of Brazilians believe that the 2014 FIFA World Cup should be as green as possible. The survey also noted that 50% of Brazilians believe that the stadiums should have facilities for recycling and proper disposal of waste.
Coca-Cola’s scheme will see approximately 100 collection points set up in and around Rio, so that people can dispose of their plastic bottles. Coca-Cola have said that “increasing the culture of recycling” is one of their objectives for the 2014 FIFA World Cup.
Lead image: Angelica Whatserface