Raising the bar on circular
Sydney Showground has a shiny new cup of choice as it embraces a circular model for its beverage services.
In a big step toward sustainable event management, Sydney Showground has teamed up with a circular cup creator to reduce single-use plastic at large events.
The three-year partnership between Sydney Showground and Sydney startup Wosup will see its aluminium reusable cup system in use across all venues.
Large events contribute significantly to the plastic waste problem – Australia’s stadiums and arenas reportedly chug through around 40 to 50 million disposable cups each year.
While only 9% of all plastic gets recycled, 75% of aluminium remains in use. In addition to sustainability, aluminium cups are better at keeping beverages cold and even maintain beer froth for longer, according to Wosup.
Moreover, Wosup cups include a tech-enriched experience for customers, venue operators, and sponsors thanks to a QR-based rewards system that can unlock discounts and loyalty rewards.
Venues in turn benefit from valuable data on waste reduction, audience engagement, and operational efficiencies while sponsors gain direct audience access via merchandising, branding and engagement with a measurable return on investment.
“Marty and I were shocked to see a stadium full of single use plastic cups after a game, cups which ended up in the environment. We figured there has to be a better way and here we are.”
Transitioning to reusable – not just recyclable – products is key to moving from an unsustainable economy to a circular one, according to Wosup.
“By integrating our reusable cup system with venue-wide impact data and a rewards-driven user experience, we’re making it easier than ever for event-goers to ditch disposables without sacrificing convenience.”
Sydney Showground previously put Wosup’s cups to the test last year at Pearl Jam's concerts, as well as Big Bash matches and Sydney Thunder games.
Sydney Showground and ENGIE Stadium general manager Darryl Jeffrey said of the circular solution: “We have witnessed first-hand the benefits of Wosup’s practical, reusable cup solution, which has been instrumental in educating patrons about eco-friendly behaviour and significantly decreased the environmental impact of our operations this last year.”
Wosup has also collaborated with AFL club the Giants, Stadiums QLD, Rugby Australia, Night at the Barracks, Engie Stadium, The Australian Turf Club, and Sydney’s CommBank Stadium.
In the past two years, the startup says, it has diverted nearly 91,000 cups from landfill and offset over 272,000kg of carbon. Partnering with Australian carbon offset provider Greenfleet, each WOSUP cup that's reused also supports native reforestation and carbon offset projects.
War on single-use
Wosup, which is short for ‘War On Single Use Plastic’, was founded in Sydney by Karl Page and Martin Salter who came up with the idea over beers at a sports event.
“Marty and I were shocked to see a stadium full of single use plastic cups after a game, cups which ended up in the environment. We figured there has to be a better way and here we are,” Page said.
Their system was created over three years in consultation with sporting and entertainment industries, according to Salter. “We deliver cups to venues which are served to fans, collected in our blue bins, washed, and repacked ready for the next event.”
Their goal is to see reusable cups the norm in stadiums, airports, shopping centres and entertainment venues. “By the end of 2025 we expect to save six and a half million cups from landfill, 71,500 kg of plastic, and to plant 31,000 trees,” Salter said.
In a similar vein, UK startup Notpla, which has developed seaweed-based food packaging, last year announced a major partnership with Levy UK + Ireland to replace conventional food packaging at some of the world’s largest sports and entertainment venues in a collaboration that is expected to amount to 75 million items over three years.
Closer to home, Cercle – which has developed a returnable coffee cup system for workplaces and events – is now operating in Melbourne’s Olderfleet building and late last year embarked on a pilot project at Brisbane’s 6 Star Green Star-certified Heritage Lanes.
Wosup’s lightweight, reusable aluminium cups have been designed for durability and to be infinitely recyclable. They are suited to high-traffic venues such as sports stadiums, entertainment arenas, and retail spaces and also feature a QR-based rewards system that unlocks access to a rewards platform, offering exclusive experiences, competitions, and partner deals.
