HEINEKEN USA and the Recycling Partnership Challenge Fans to Up Their Recycling Game at the International Champions Cup

Soccer supporters are invited to participate in recycling competitions at matches this summer
Jul 25, 2016 10:00 AM ET

WHITE PLAINS, N.Y., July 25, 2016 /3BL Media/ – HEINEKEN USA announced today that it will team up with The Recycling Partnership to challenge consumers 21+ to prove they are the greenest soccer fans at this summer’s International Champions Cup. They will provide an engaging way to educate consumers about the importance of recycling by pitting supporters of Europe’s top clubs against one another in a friendly competition to determine which fan base recycles the most.

Fans will have the chance to represent their clubs by placing their recyclables in specially-marked bins. Sensors on each container will keep track of the total amount of items recycled and which team is in the lead. Supporters of AC Milan, Bayern Munich, Chelsea Football Club and Real Madrid will have the opportunity to score points against their rival fans by recycling the most products on behalf of their team, and by sharing the experience via their personal social channels using #HUSARecycling. They will also have the chance to win a seat upgrade to that day’s match.

“Soccer fans are some of the most passionate and loyal fans in sports, and we look to tap into their pride and team spirit to boost awareness for recycling, a priority initiative for HEINEKEN USA,” said Tara Rush, Chief Corporate Relations Office at HEINEKEN USA. “The Recycling Partnership has been a true champion in helping educate and improve recycling in the United States, and we are excited to join together at this summer’s International Champions Cup.”

In December 2015, HEINEKEN USA was the first brewer to join The Recycling Partnership, an organization focused on increasing curbside recycling in the U.S. Together, HEINEKEN USA and The Recycling Partnership aim to increase community education and awareness of recycling at both a national and local level.

“By collaborating with HEINEKEN USA at the International Champions Cup, we’ll be able to reach and educate an incredibly important group of consumers,” said Keefe Harrison, Executive Director of The Recycling Partnership. “Soccer is one of the most popular sports for Millennials today, and they are also the age group that will have the biggest impact on our environment in the near future”

Soccer fans can catch the activations at the following matches:

  • Bayern Munich vs. A.C. Milan – July 27th at Soldier Field in Chicago, Illinois
  • Chelsea Football Club vs. Real Madrid – July 30th at Michigan Stadium in Ann Arbor, Michigan
  • Bayern Munich vs. Real Madrid – August 3rd at MetLife Stadium in East Rutherford, New Jersey 

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of HEINEKEN NV, the world's most international brewer. Core brands imported into the U.S. are Heineken®, the world's most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

About The Recycling Partnership
The Recycling Partnership (www.recyclingpartnership.org) is a national nonprofit transforming recycling in towns all across America. At The Recycling Partnership, we believe that recycling is fundamental to a healthy environment and economy. Every day, we work hand-in-hand with communities and companies, continuously innovating to improve recycling systems. Because when we do, jobs are created, our environment is protected, and communities thrive.