New Delhi: Beverage major Coca-Cola India has partnered with the International Cricket Council (ICC) to roll out its Maidaan Saaf campaign during the ICC Women’s Cricket World Cup 2025, scheduled from September 30 to November 2.
The initiative focuses on waste management and sustainability at host stadiums, aiming to involve communities, recycling partners, and fans in promoting responsible practices. Volunteers and stadium staff will guide spectators on waste segregation, while housekeeping teams and waste workers will create awareness around sustainable disposal methods.
Coca-Cola said the campaign builds on the success of its waste-management programme at the ICC Men’s World Cup 2023, one of the largest ever undertaken at a sporting event in India.
The company noted that Maidaan Saaf will embed practical recycling solutions into stadium operations while engaging fans directly, ensuring the Women’s World Cup becomes both a sporting and sustainability milestone.