Our initiative, Cada Lata Cuenta, has teamed up with Real Betis Balompié, a top-tier team in the Spanish soccer league, to promote sustainability during the Forever Green Match. This collaboration aims to encourage fans to recycle aluminium cans both inside and outside the stadium.
Over 50 recycling ambassadors are involved in this activation, each equipped with the programme’s signature backpack to collect drink cans and spread the message of aluminium’s infinite recyclability. Additionally, Cada Lata Cuenta placed yellow bins in the fan zones, uniting efforts with the vendors in these areas to ensure a separate collection system and achieve 100% recycling.
Photo: Juan Jose Ubeda
Inside the stadium, recycling ambassadors were also on hand to collect organic waste to reduce the contamination of recyclable materials while educating fans and fostering a culture of environmental protection.
Pablo García, the director of Cada Lata Cuenta, explains, “Each recycled can saves up to 70% of the water needed to produce a new one from virgin material and can be recycled infinitely. That’s why we joined forces with the Forever Green initiative to tackle drought. Recycling drink cans and packaging also helps preserve water.”
Through this impactful initiative, supported by Forever Green aims to highlight the threat of drought and encourage responsible water usage, leveraging the platform of sports. To achieve this goal, Real Betis will carry out up to 40 initiatives on match days to champion the battle against water scarcity.