Coca-Cola India, in collaboration with the International Cricket Council (ICC), is launching a series of initiatives under its Maidaan Saaf campaign for the ICC Women’s Cricket World Cup 2025. This program will unite community, recycling, and event partners to implement effective waste management solutions and enhance fan engagement at stadiums in India from September 30 to November 2. Fans will experience sustainability incorporated into the match-day atmosphere in significant and noticeable ways. By collaborating with stadium authorities, housekeeping teams, safai saathis, and waste workers, the initiative will promote awareness of responsible waste management practices. Volunteers will assist fans in understanding waste segregation, emphasizing the importance of sorting to ensure recyclables and compostables are properly processed.
Attendees will also encounter artistic displays made from recycled plastic, encouraging them to express their commitment to cleaner venues. Even the enormous national flags carried into the stadiums, used as a backdrop for the anthem ceremonies, are constructed from recycled PET bottles (rPET), serving as a tangible reminder of how everyday materials can be repurposed into symbols of pride. Devyani Rana, Vice President – Public Affairs, Communications and Sustainability at Coca-Cola India & South West Asia, stated, “Cricket connects millions of people, and through Maidaan Saaf we aim to ensure these shared moments of joy also leave a positive impact.
Our collaboration with ICC and grassroots partners shows that major sporting events can motivate communities to recycle more and create less waste while providing an unforgettable fan experience.” Anurag Dahiya, Chief Commercial Officer of ICC, remarked, “Cricket has the ability to inspire positive change beyond the boundaries.” He further noted, “Through this partnership with Coca-Cola India, we are embedding sustainability into the ICC Women’s World Cup 2025. Fans will witness how simple actions like waste segregation or celebrating recycled art can contribute to making our sport more inclusive and responsible.” These initiatives build upon the success of the ICC Men’s World Cup 2023, where Coca-Cola India implemented one of the largest waste-management programs at a sporting event in India.
The rPET flag created for that tournament received recognition in the Limca Book of Records 2025, highlighting the scale and creativity achievable when sustainability is prioritized in fan experiences. Through Maidaan Saaf, Coca-Cola India is reaffirming its dedication to developing sustainable ecosystems in partnership with NGOs, recyclers, and local authorities. By incorporating waste management and circularity into one of the country’s largest cultural and sporting events, Coca-Cola India continues to foster long-lasting awareness and establish a benchmark for sustainable large-scale events.