With a goal to reduce the amount of single-use plastic cups at major sporting events, Sydney-based social enterprise – War on Single Use Plastic (WOSUP) – has entered into a sustainability partnership with Uber’s membership program, Uber One, during the Big Bash events.
The win-win partnership targets selective Big Bash matches in Sydney, involving use of WOSUP reusable and innovative aluminium cups for participating drinks served at ENGIE Stadium during Sydney Thunder games.
From 21st December 2024 to 13th January 2025, Big Bash fans who scan WOSUP cups at Sydney Thunder games will enjoy access to Uber One offers, including a four-month free membership trial (for new users) and 50% off their first 3 rides.
The partnership is expected to divert approximately 495kg of single-use waste from landfill and deliver a total carbon reduction of 45 tonnes of CO₂-e (or about 11.25 tonnes per game). It follows successful results of the first Australian Football League (AFL) sustainability partnership between WOSUP and the GIANTS, embedding reusable WOSUP cups during the club’s 2024 home games at ENGIE Stadium, and during Pearl Jam concerts at the venue.
Uber ANZ Head of Membership Scott Nicholls notes “WOSUP is leading the way when it comes to reusable drinks packaging at major events and, as such, we’re pleased to be able to invest in this campaign, to help them deploy their innovative product during the summer of cricket. We believe the more avenues for Aussies to participate in the circular economy, the better.”
WOSUP Chief Executive and co-founder Martin Salter applauded Uber for “supporting our stand against unnecessary and environmentally-harmful plastic cup use across Australia’s live sport and entertainment venues” adding “Our mission is to reduce global use of 50 million single-use plastic cups a year by 2030 and help sport and entertainment sectors become carbon neutral by 2050 or earlier.
“This partnership with Uber One helps deliver a game-changing solution for venues by incorporating environmentally conscious campaigns for brands by helping them deliver brand-in-hand activations with rights holders in sport.
“It is added proof of our sustainable, commercial model and marks a big step towards winning the war against single-use plastic, and we hope it will serve as an industry-best example for other venues to follow.
“Transitioning to reusable (not just recyclable) products is key to moving from an unsustainable economy to a circular one, keeping in mind that only 9% of all plastic ever produced has been recycled, compared to 75% of all aluminium that remains in active use.”
Salter said WOSUP’s long-running partnership with Australia’s first carbon offset provider, Greenfleet, meant venues that transitioned to reusable WOSUP aluminium cups stood to yield significant environmental benefits. To date, across all activities, the social enterprise has diverted 442kg of plastic waste from landfill; offset 121 tonnes of CO₂-e (the equivalent of 191 trees planted).
Salter added “we want to win the war against single-use plastic and are committed to transparency, evident in our commissioning of an independent, peer-reviewed life cycle assessment (LCA) by Lifecycles, and a comprehensive Climate iQ risk and opportunity assessment report by KPMG.
“These reports underscore the environmental advantages of the WOSUP solution compared to alternatives.”
Since 2023, WOSUP has rolled out its sustainable, fan-first solution in successful trials with The GIANTS, Sydney Showground, Stadiums Queensland, Australian Turf Club, Rugby Australia, and Optus Stadium, with global expansion planned into the UK, US and Japan.
The Sydney-based social enterprise has separately been contracted to provide sustainable service solutions to events including a 12-concert ‘Night at the Barracks’ series in Manly.
In 2024, WOSUP also secured a partnership with James Squire, showcasing a dynamic new ‘sustainability sponsorship’ category via a plug-and-play rewards program built into each cup.
WOSUP co-founder and COO Karl Page added “we believe the live event industry – and more broadly, hospitality in all its forms – has the power to change behaviour for the betterment of all people and our planet, which is why we’re focused on revolutionising a service industry where the greatest impact can be made on reversing our global throwaway culture.”