Budweiser, an official sponsor of the 2018 FIFA World Cup, has launched a unique football pitch, The Budweiser ReCup Arena, created from its recycled plastic cups in Sochi, Russia.
More than 50,000 cups collected at arenas and at the FIFA Fan Fests after the summer tournament have been used to create a new sports facility, the Budweiser ReCup Arena.
Over 3.2 million Budweiser Red Light Cups were used during the recent FIFA World Cup, however, many of them were taken home by fans as souvenirs.
Together with the World Cup Local Organising Committee, Budweiser collected and recycled the Red Light Cups, used 50,000 of them to create an innovative, wear-resistant coloured coating for a new pitch measuring 65 x 42 metres.
Throughout the tournament, Budweiser surprised fans with its activations, gave them euphoric emotions, so we decided to create a unique facility, Budweiser ReCup Arena specifically to extend this experience,” said Konstantin Tamirov, Marketing Director of AB InBev Efes.
Hopefully, this pitch will remind us of the past tournament and, probably, will help someone start a promising football career.
Football fans will soon be invited to the first match on the pitch, the World Cup REplay.
The stadium furthers Budweiser’s commitment to sustainability, with the brand recently pledging that every single bottle of beer it brews will be powered with renewable electricity by 2025.