WASTE, FOOD AND CIRCULARITY
Few aspects of a mega event generate as much visible impact as food, packaging and merchandise. With millions of attendees consuming food and beverages and purchasing branded goods, the World Cup presents both a challenge and an opportunity to demonstrate circularity at scale.
Major partners including Coca-Cola, AB InBev, McDonald’ s, Diageo and Fanatics – alongside local suppliers – are working to redesign how materials flow through venues. The focus is on reducing singleuse packaging, increasing recyclability and ensuring that waste is effectively captured and processed.
This begins with product and packaging design.
Lightweight, recyclable or reusable materials are being prioritised, with standardisation across vendors helping to simplify waste streams. In practice, this might mean aligning cup formats across beverage providers or using clearly identifiable materials that are easy to sort.
Operationally, venues are implementing more sophisticated wastesegregation systems, supported by clear signage and fan-engagement initiatives. Back-of-house processes are equally important: ensuring that collected materials are actually recycled or composted requires coordination with local waste infrastructure and service providers.
Food systems are also under scrutiny. Efforts to reduce food waste – through better demand forecasting, portion control and redistribution – are being paired with a broader shift toward more sustainable menu options. While the scale of the event makes perfection unlikely, even marginal improvements can translate into significant absolute reductions.
Retail and merchandising add another layer of complexity. Fanatics and other partners are exploring more sustainable materials, on-demand production models, and logistics strategies that minimise overproduction and excess inventory.
144 June 2026