At the start of the 2021/2022 rugby season, Freemans Event Partners &amp; Gloucester Rugby extended their partnership to include all bar services at Kingsholm Stadium.
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Having reviewed the previous reusable cup model, Gloucester Rugby &amp; Freemans Event Partners wanted to implement a more sustainable solution which would continue to be linked to the Gloucester Rugby Foundation, but would be transparent in how it would offset the carbon emissions to be a carbon neutral solution.
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It was agreed that the model would centre around fans paying a £1 deposit for a reusable cup that they could either get back at the bar, or place their cup in one of the return bins to donate the £1 less cleaning cost to the Gloucester Rugby Foundation.
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As a result, Gloucester Rugby became the first professional rugby club in England to adopt the ONE Planet ONE Chance® Reusable Cup System.

PLANNING & OBJECTIVES

20,000 reusable cups were then supplied ahead of the reusable cup system activation. Since then, these cups have been constantly washed, replenished &amp; topped up after every home fixture at Kingsholm.
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Overall, the reusable cup system was &#8211; and continues to be &#8211; received extremely positively by the club and its supporters alike. The system continues to be highlighted on the club’s website and their social media channels, helping to reinforce positive consumer behaviour.
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It is anticipated the scheme will generate in excess of £20,000 for the Gloucester Rugby Foundation across the 2021-22 season.

PLANNING & OBJECTIVES

EXECUTION & ACTIVATION