Budweiser reveals ReCup legacy

05 Apr 2019

By: Sport Industry Group

Budweiser has inaugurated a new football pitch in the Russian city of Sochi, created from more than 50,000 of the beer brand's recycled plastic cups.

The cups, which were collected at tournament venues and Fan Fests during last summer’s FIFA World Cup in Russia, have been used to create the centrepiece of the new Budweiser ReCup Arena facility.

Budweiser served as an official partner of the 2018 tournament, with more than 3.2 million of its cups used by World Cup fans, including many taken home as souvenirs.

The brand subsequently worked with the event’s local organising committee to recycle the cups to create a wear-resistant coating for the new 65m x 42m pitch at the pitch, which appears in the brand’s distinctive red and white colours.

The surface will be tested out in a special World Cup REplay match involving local fans together with FIFA Legend Marco Materazzi.

The World Cup winner said of the project: “The 2018 FIFA World Cup in Russia has been recognised as the best FIFA World Cup ever. For a month, millions of tourists from all over the world were united by the real football celebration atmosphere.

"I am very glad that Budweiser, an official sponsor of the tournament, shares the idea of preserving the legacy of the FIFA World Cup™ and continues to build it up even after the tournament."

Budweiser, which has been an official FIFA World Cup partner for more than 30 years, has also pledged that every single bottle of beer it brews will be powered by renewable electricity by 2025.

Konstantin Tamirov, Marketing Director of AB InBev Efes, Budweiser’s parent company, said of the legacy initiative: “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.

“Hopefully, this pitch will remind us of the past tournament and, probably, will help someone start a promising football career.”