GIANTS partner with War on Single Use Plastic enterprise in AFL sustainability first

March 12, 2024

Environment / Events / Sport / Technology / Venues /

AFL’s GWS GIANTS have signed an historic sustainability deal with social impact enterprise, War on Single Use Plastic (WOSUP) to eliminate disposable draught beer plastic cups at their home games at ENGIE Stadium, Sydney Olympic Park.

The GIANTS partnership is a tangible example of making a dent in unnecessary plastic pollution at large-scale venues.

Kicking off in 2024, the Australia-first sustainability partnership sets a new standard across large-scale sport and entertainment events, aimed at eliminating the negative knock-on of plastic pollution.

WOSUP Co-Founder and Chief Executive Martin Salter applauded the GIANTS for taking the lead as the first AFL/AFLW club to replace environmentally harmful single-use plastic draught beer cups with reusable and infinitely recyclable and reusable WOSUP aluminium cups.

Salter said the partnership – covering all draught beers in the general areas, served at home games at ENGIE Stadium, Sydney Olympic Park, alongside release of official GIANTS merchandise cups – will divert approximately 27,000 single-use plastic cups from landfill across the 2024 season, and deliver a total carbon reduction of 81,000kg CO₂-e (equivalent of almost 129 native trees planted by Greenfleet per season or almost 16 trees per game).

Salter notes “there’s no question plastic pollution is one of the greatest environmental challenges facing our planet” adding that large-scale venues and events are among the world’s biggest contributors to single-use plastic cup waste.

“In Australia alone, a line-up of 65 stadiums and 43 arenas churn through an estimated 40 to 50 million disposable cups each year. Of concern, only 9% of all plastic ever made has been recycled, while 75% of all aluminium produced remains in use, making it the most sustainable metal in the world and a key circular economy building block.”

GIANTS Executive General Manager - Commercial, Alex Stanley, was equally as thrilled with the new partnership and shared “this partnership aligns perfectly with our commitment to sustainability and reducing our environmental impact and we’re excited to make a positive impact together.

“Removing single-use plastic from our home games will make a difference and we are extremely proud to be leading the way as the first AFL club to switch to reusable alternatives. WOSUP does a fantastic job in promoting reusable alternatives and we look forward to playing our part in continuing to support recycling and sustainability over plastic.”

Salter said WOSUP was in discussions with other AFL/AFLW clubs and their venues and hoped the GIANTS’ endorsement would lead to an expedited transition away from all single-use plastic cups.

Salter enthused “It’s exciting that six months after WOSUP’s initial public offering and commitment to shareholders, that we’re delivering an historic sustainability partnership that leads the way in the future of sport and entertainment sponsorship.

“Our mission is to reduce global use of 50 million single-use plastic cups a year by 2030 and help sport and entertainment sectors, in Australia and globally, become carbon neutral by 2050 or earlier.

“Put simply, prevention – stopping plastic production at its source – is the best cure for pollution that’s choking our planet, with at least 11 million tonnes of plastic ending up in the world’s oceans every year, adding up to a year-on-year accumulation of 162 million tonnes [based on 2021 data reported by EARTHDAY.ORG].”

WOSUP’s lightweight aluminium cups are a safe and sustainable crowd-and-climate gamechanger and also keep drinks colder for longer.

The cups are purposely designed to be used again and again (hygienically washed and returned to venues for reuse), providing a cost-effective solution to ditch single-use plastic, boost sustainability targets, and create real-time dialogue with fans thanks to a bespoke technology platform, WOSUP Rewards.

Doubling as a platform for eco-conscious venues, sponsors and other partners to showcase environmental, social and governance (ESG) initiatives, the loyalty program (built into cups via customised QR codes) introduces a plug-and-play solution for a dynamic new ‘sustainability sponsorship’ category, with plans underway to develop an environmental portal that tracks cup usage and eco impact at events.

WOSUP now extends its rights ownership to include the first AFL team at ENGIE Stadium. WOSUP is working with national brands to offer sponsorship of this exclusive audience through cup branding, WOSUP Rewards tech platform and in venue signage.

In partnership with the Royal Agricultural Society of NSW, the AFL’s GWS GIANTS last week announced a three-year deal with energy company, ENGIE – becoming new naming rights partner for their home ground at Sydney Olympic Park. ENGIE is a global leader in developing renewable energy and has operated in Australia since 1996. With the backing of global expertise and skilled local teams, ENGIE is supporting the transition to a carbon-neutral economy by providing energy solutions to households, businesses and communities.