Major League Soccer club Inter Miami CF has partnered with Heineken USA and recycling technology and data company Cycle to launch an innovative new recycling programme at DRV PNK Stadium.
As part of the initiative, Heineken-branded Reverse Vending Machines (RVMs) have been fitted throughout the stadium for fans to deposit empty beverage containers in return for rewards.
Fans can insert the containers into the machines and scan a QR code to receive a unique transaction ID. Once information is entered into the web app, users can find out instantly if they are a winner and are given instructions on how to redeem their prize.
The initiative will be promoted on DRV PNK Stadium’s video board and through PA announcements. Prizes will include Heineken 0.0 non-alcoholic beer, fan merchandise, exclusive access to stadium promotions, and Inter Miami shirts.
The initiative supports Heineken’s Brew a Better World ambitions, which are aimed at creating a positive impact on the environment, social sustainability, and the responsible consumption of alcohol.
“Through our efforts over the past decade with Brew a Better World, we have found that the best way to help consumers make sustainable choices is creating convenient opportunities that fit into real moments,” said Josephine Bertrams, senior vice-president and chief corporate affairs officer of Heineken USA.
“By meeting our consumers in more of these moments, this initiative seeks to eliminate the barriers fans may face at sporting events by encouraging and making it easier to make the responsible choice to recycle. As a passionate leader in supporting live events Heineken USA is thrilled to be making sustainability more accessible and exciting for consumers with Cycle and Inter Miami.”
Chris Allan, Inter Miami’s vice-president of marketing, community and fan engagement, added: “Working with Heineken USA and Cycle to make it easier for our fans to recycle at Inter Miami CF matches is a very important initiative for our club.
“Through research and listening to our supporters, we learned sustainability is particularly important to our fan base and we want to do the best we can to ensure our fans have the resources to put the environment first when they are enjoying fútbol matches at DRV PNK Stadium.”
In other news, Inter Miami has signed a multi-year partnership with food-ordering and delivery marketplace Grubhub.
The deal, which names Grubhub as the official food delivery service and mobile food ordering partner of the club, allows fans attending games at DRV PNK Stadium to skip the line by ordering food and beverages through the company’s app.
It is hoped the partnership will allow fans to maximise their game-day experience by reducing the time spent in line to order concession items. Fans can access the Grubhub app by scanning any of the QR codes around the stadium and on the back of seats.
Grubhub’s technology enables fans to place an order with select vendors near their seats, pay directly through the app, and pick up their orders through one of the four designated concession lanes around the stadium. Fans will also be able to order beverages, including alcohol, from vendors.
Image: Inter Miami