HEINEKEN USA, Recycling Partnership Launch Fan Challenge for International Champions Cup

HEINEKEN USA 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. The competition pits 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”