The Chicago Bears, Keurig Dr Pepper (KDP), and Bold Reuse have teamed up to introduce one of the first reusable cup programs in the NFL at Soldier Field's United Club. This pioneering sustainability initiative is designed to reduce single-use waste while enhancing the fan experience.

Through this partnership, over 8,000 fans per game are served beverages in reusable cups, which are then collected, cleaned, sanitized, and returned for future use—creating a closed-loop system that keeps waste out of landfills. This collaboration demonstrates the growing intersection of sustainability and sponsorships, as brands seek meaningful ways to engage with fans while advancing their environmental goals.

‍KDP's Commitment to a Circular Economy

For KDP, this partnership represents another step forward in the company's ongoing sustainability efforts. The brand has been investing in reuse models as part of its commitment to a circular economy—reducing reliance on single-use materials and increasing the use of recycled and reusable packaging. With the company's branding prominently featured on soda cups and signage throughout the United Club at Soldier Field, KDP is reinforcing its leadership in sustainable beverage service while reaching engaged Bears fans in a premium setting.

“We are thrilled to partner with Keurig Dr Pepper and Bold Reuse in supporting a gameday reuse program in the NFL," senior vice president of operations and sustainability Paul Neurauter said. "As we broaden our sustainability efforts, identifying solutions that foster a more sustainable approach to our gameday operations is a priority for the Chicago Bears. Through this partnership, we are excited about the impact this program will have on reducing single-use plastic waste that is generated on gamedays."

‍Seamless Solution for Sports and Entertainment Properties

Bold Reuse's women-owned and trailblazing platform solution is designed to make the implementation of reusable programs seamless for sports and entertainment properties. The team at Bold Reuse handles every aspect—from onboarding and implementation to collection and delivery logistics, to washing and sanitizing, and data and reporting. With the company's wash hub located just minutes from Soldier Field, Bold Reuse is able to efficiently collect, sanitize, and return the reusable cups, ensuring a smooth and environmentally responsible process. 

With dedicated return bins placed throughout the United Club, the process is simple for fans: enjoy a drink, drop the cup into a collection bin, and let Bold Reuse handle the rest. This efficient system allows the Bears and their partners to focus on gameday operations while making sustainability a visible and accessible part of the fan experience.

A New Era of Sustainability in Sports

This collaboration is part of a broader trend in sports sponsorships, where brands are increasingly looking for ways to integrate sustainability into their activations. This commitment to environmental responsibility is evident not only in this reusable cup program but also in other initiatives, such as oil recycling and water conservation at Soldier Field.

The impact of the program goes beyond just reducing waste—it also serves as a test case for the scalability of reuse models in professional sports. “We're proud to team up with leaders like the Chicago Bears and Bold Reuse to pilot this program at Soldier Field and learn more about scaling reuse models in the US,” said Monique Oxender, chief corporate affairs officer at KDP.

Turning Reusable Containers into Sponsorship Opportunities

Beyond sustainability, Bold Reuse offers teams and properties an additional revenue stream by turning reusable food and drink containers into valuable sponsorship assets. Through this model, teams can not only reduce their environmental footprint and fulfill their social responsibility but also leverage these types of assets in sponsorship packages to partner with like-minded brands. This allows teams and other entertainment properties to market reusable products as part of a broader sponsorship offering, creating opportunities for brands to gain visibility while supporting environmental initiatives.

Bold Reuse is on a mission to end single-use waste and partner with brands and rights holders who support the vision of a future where billions of tons of waste will be averted through the implementation of reusable packaging. By partnering with Bold Reuse, brands and properties can not only enhance their sustainability efforts but also unlock new sponsorship opportunities that drive additional revenue while aligning with brand values.

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