Wednesday evening (9th Feb) saw the activation and launch of the ONE Planet ONE Chance Reusable Cup System at Villa Park, the home of Premier League Aston Villa Football Club, at their home game against Leeds United.

The initiative aims to remove 300,000 single use cups from the stadium over the course of the season. Aston Villa FC is the first English Premier League side to activate the reusable cup system, which ties in perfectly with their ‘Claret, Blue and Green’ environmental sustainability commitment.

Villa supporters are able to donate their 10p deposit to the Villa Foundation – a registered charity that delivers the community and social responsibility work of Aston Villa FC.

The activation on Wednesday evening included training for the bar operators within the ground, as well as on-site cup crews to assist with the operations and logistics.

Aston Villa FC communicating their new reusable cup system

Of course, key to the success of any new system such as this is communication to customers both in the lead up to the event and, of course, during the event. Aston Villa were proactive in this, advertising the new system on their website as well as communicating what to do in advance via their social media channels. At the ground itself, digital and physical signage was obvious, helping to communicate the simple 4-step process of the ONE Planet ONE Chance Reusable Cup System.

With Aston Villa FC being the first English Premier League club to activate the system, and Gloucester Rugby being the first English Premiership Rugby Club to adopt it, there’s no doubt that this reusable cup system will become the go-to sustainable cup system of choice, as sports clubs look to strengthen their sustainability credentials moving forward.

If you are interested in the ONE Planet ONE Chance Reusable Cup System for your festival, stadium, venue or big event, don’t hesitate to contact our expert team today who will be delighted to discuss your specific requirements in more detail.