MERCADEO Versión en español
Heineken joins with Cycle in awarding prizes to Inter Miami CF fans for their recycling efforts
Claudia Smolansky| 16 de marzo de 2022
Connor Pohl y AnwarKhan de Cycle con Heineken
Heineken along with the Inter Miami CF soccer club and Cycle, a company that is all about the data and technology of recycling and which was founded by University of Miami alumni, have together launched a new recycling program at DRV PNK Stadium. Inter Miami fans have access to Heineken vending machines where they can recycle empty beverage containers and earn rewards. The process is simple. The empty containers are inserted in the machines and a QR code is scanned to obtain a unique ID of the transaction. Once the information is entered on the web app, users instantly know whether they are winners and receive instructions on how to redeem their prizes. “We’re really excited about this move and hope we can launch this project in other Miami and Orlando stadiums,” said Connor Pohl, cofounder of Cycle. Both Pohl and fellow cofounder Anwar Khan said the idea took off some three years ago at a University of Miami business club, where members presented their plan and eventually got the chance to launch a pilot program with the backing of Red Bull. Both hope to establish the program at many other events including music festivals. As for working with Heineken, they say the brewery has been an “incredible sponsor” that they hope to work with more, much more in the future. “The idea is to continue at the national and international levels,” Pohl said. The launch of this initiative backs the ambitions of Heineken’s Brew a Better World program, aimed at creating a positive impact on the environment, social sustainability and the responsible consumption of alcohol. These commitments are based on the progress the company has achieved since it first launched the program back in 2009. “Through our efforts with Brew a Better World over the past decade, we found that the best way to help consumers adopt sustainable positions is by creating attractive activities that fit in with predictable moments in their lives,” said Josephine Bertrams, senior vice president and director of Corporate Matters for Heineken USA. She also noted that the program seeks to eliminate whatever barriers fans might face at sports events by encouraging and making it easier to adopt the responsible choice of recycling. “As a passionate leader in its support of live events, Heineken is happy to make sustainability more fun for consumers in cooperation with Cycle and Inter Miami,” she added. Finally, the founders of Cycle explained that their program prevents the contamination that regularly requires the recycling of nations. “We do intelligent recycling,” they agreed.
