FIFA Partner Coca-Cola is making its own mark by announcing a pioneering sustainability project. Coca-Cola Brazil is to launch a campaign for the donation of plastic (PET) bottles to be reused in the linings of 6,773 seats in the new Maracanã Stadium, the venue for the final match of the 2014 FIFA World Cup.
Around 100 collection points where people can dispose of their plastic bottles will be set up in the city of Rio by Coca-Cola Brazil ready for the launch of the campaign on 15 November (a complete list can be found on their website).
Increasing the culture of recycling is one of Coca-Cola’s objectives for the 2014 FIFA World Cup Brazil, and it’s an area that definitely seems to resonate with the people of Brazil.
Recent results from FIFA’s 2012 public opinion tracker in Brazil confirm the importance of the topic of sustainability and the environment among fans in the host country. 92 per cent of Brazilians believe that the 2014 FIFA World Cup Brazil should be environmentally friendly.