US beer brand Budweiser has opened an innovative football pitch in Sochi that has been created by recycling plastic cups gathered during last year’s FIFA World Cup in Russia.
Budweiser was an official sponsor of the event, at which more than 50,000 cups were collected at stadia and FIFA Fan Fests.
Together with the World Cup local organising committee, Budweiser recycled the Red Light Cups to create a unique, wear-resistant coloured coating for a new pitch that measures 65 by 42 metres.
Budweiser recently pledged that every single bottle of beer it brews will be powered with renewable electricity by 2025.
Konstantin Tamirov, marketing director of Budweiser’s parent company, AB InBev Efes, said: “Throughout the tournament, Budweiser surprised fans with its activations, gave them euphoric emotions, so we decided to create a unique facility – Budweiser ReCup Arena – specifically to extend this experience. Hopefully, this pitch will remind us of the past tournament and, probably, will help someone start a promising football career.”
Budweiser has been the official beer sponsor of the World Cup for more than 30 years.