Around two billion drinks in aluminium cans are expected to be consumed in the UK for the 2026 FIFA World Cup. This is according to the recycling initiative Recycle Now and the Every Can Counts programme. The organisations state that these cans, if recycled, have a material value of around £28.5 million. With their current market value calculation, the initiators want to draw attention to the importance of recycling drinks cans.
Aluminium cans currently achieve a recycling value of around £1,000 per tonne, according to the figures. The total value of the cans consumed and recycled during the tournament would therefore, in theory, correspond to the transfer fees of several international footballers. At the same time, the organisations emphasise that aluminium can be recycled indefinitely and thus remains permanently in the material cycle.
Campaign to increase recycling rate
Adam Herriott from Recycle Now is deliberately using the comparison with professional football as a hook for the campaign: „Just like international football players, aluminium cans can have a glittering career and be worth a lot of money on the transfer market. With this year's tournament taking place in Canada, Mexico and the USA, many people will be cheering on their team at home with drinks from cans. With our campaign, we are reminding them: don't just throw your can away – because the World Cup isn't the only event where valuable metal is being traded this year.“
The initiative calls on consumers to consistently collect beverage cans, both at home and on the go, and return them for recycling.
Aluminium remains permanently in the cycle
Chris Latham-Warde, Programme Manager at Every Can Counts, said: „With billions of drink cans expected to be used during the World Cup, the tournament presents a vital opportunity to highlight the importance of everyday recycling.“
He further explained: „Aluminium can be recycled again and again. That's why we want to encourage fans to make recycling a regular part of their matchday – regardless of where they watch the games. Every empty drinks can that is collected and recycled helps to keep aluminium in the circular economy. In just about 60 days, it can become a new can back on the shelves. That's why every single action counts, however small it may seem.“
The campaign is also receiving support from the British government. The Minister for Food Waste, Mary Creagh, stated: „As the World Cup kicks off, we should be bringing our recycling up to world-class standards. Don't score an own goal by throwing away drinks cans. Protect our beautiful countryside, take your inspiration from Harry Kane and aim for the top corner – by recycling your cans.“
According to Every Can Counts, around ten billion aluminium cans are recycled in the UK every year. This would avoid approximately three million tonnes of greenhouse gas emissions – equivalent to the emissions from almost 700,000 cars. Furthermore, the organisation is planning further information campaigns at music festivals during the summer with the aim of raising consumer awareness of drinks can recycling.
Source: The Waste and Resources Action Programme (WRAP)
