TOMRA Reuse debuts its next-generation event solution at Intility Arena

The pilot, introduced during the final matches of the 2025 season, is part a commitment to the UEFA “Football for the Goals” initiative, which encourages football clubs across Europe to contribute to the UN Sustainable Development Goals. As part of its sustainability strategy, Intility Arena is exploring how reuse systems can cut waste, reduce emissions, and enhance the fan experience.

A smarter, more sustainable matchday

Until now, cold drinks at Intility Arena were served in single-use paper cups. By switching to TOMRA’s reuse model, the stadium is testing a closed-loop system designed to eliminate waste without adding complexity for fans or stadium staff.

The TOMRA Reuse event solution deployed at the stadium includes:

• Durable reusable cups with in-molded RFID chips
• TOMRA barplates, fully integrated with the point-of-sale system at each bar
• Convenient return points placed by all exits to make cup returns fast and intuitive

The response from guests and supporters has been overwhelmingly positive. At the first two matches alone (October 26 and November 1), almost all cups were returned, and around one-third of fans chose to donate their deposit to support the club.

A milestone for TOMRA and a model for sports venues

“This is an important milestone and a huge achievement for the whole Reuse team,” said Louise Petri, Segment Manager for the Event Solution. “The arena is a fantastic partner, and we look forward to the possibility of continuing our collaboration for the 2026 season.”

Next steps

The pilot project concluded with the final match of the season on Saturday, November 22. TOMRA Reuse and Intility Arena will then evaluate the results and explore opportunities for expanding the system across the entire arena in 2026.

See the solution in action in the video below!