FIFA Partner launches innovative sustainability campaign in Brazil

With the 2014 FIFA World Cup Brazil™ fast approaching, the issue of environmental sustainability is becoming increasingly prominent. As organisers of the biggest sporting competition in the world, FIFA, the LOC and all the stakeholders are committed to delivering a sustainable event in Brazil in 2014. Recent results from FIFA’s 2012 public opinion tracker in Brazil also 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. 50 per cent of the population think that the stadiums should have facilities for recycling and proper disposal of waste. While the people of Brazil are excited about the prospect of hosting the FIFA World Cup, this research further highlights that they are also concerned about key environmental issues. 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. From : Fifa