hydration break!
A reuse reflection as we cheer on our favorite World Cup teams
With the eyes of the world now focused on the World Cup matches in the US, Canada and Mexico, we thought we would serve up a little food for thought.
During the World Cup, it’s not just the players that are taking a hydration break during the game, but also the fans. And with 104 games during the World Cup, that’s a lot of hydration going on.
Over just the first six days of the championship, more than 1.3 million fans have attended the games. With an average game attendance thus far of 65,463, the cumulative attendance at the 2026 World Cup will surpass 6.8 million.
Now, let’s assume that each person attending consumes one beverage while attending the games – amounting to 6.8 million single-use containers that will be thrown away after their brief moment of glory.
Isn’t it time to make a substitute change?
A new star striker enters the game: The TOMRA Reuse Throw & GoTM reusable cup system
With the TOMRA Reuse Throw & GoTM reusable cup system, everyone can enjoy their hydration break knowing that their beverage container will keep on playing another day once the game is over. The first football stadium to deploy this solution, Intility Arena in Oslo, is demonstrating that it is possible to use reusable packaging at speed and scale.
For consumers, it’s simple – the only thing different is that instead of throwing the used cup in a garbage bin, they throw the cup into a return bin that automatically refunds the deposit paid for the cup to the user. And cups can be thrown into the return bin either one at a time, or in stacks – and the deposit on every cup in the stack will be automatically refunded to whoever purchased the respective cups.
Simple, fast and sustainable. How’s that for a hydration break?
Find out more about the Throw & GoTM reusable cup system.
