The UK is expected to consume around two billion canned drinks during the FIFA World Cup 2026, according to estimates by Recycle Now and Every Can Counts. The organisations are using the tournament to encourage football fans to recycle their empty aluminium cans and make recycling part of their matchday routine.
According to the campaign, the aluminium cans consumed during the tournament could have a recycling market value of nearly £28.5 million. With aluminium cans valued at around £1,000 per tonne, the total value of recycled cans could match the transfer fees of several leading football players.
Recycle Now has highlighted that every aluminium can used during the World Cup can be recycled and reused again and again. Unlike many packaging materials, aluminium can remain in circulation permanently if it is properly collected and recycled. The organisations are reminding consumers that empty drink cans should not be thrown away, whether fans are watching matches at home, in pubs, at events, or outdoors.
Adam Herriott of Recycle Now said the campaign aims to connect football excitement with the value of aluminium recycling. He explained that, as many fans in the UK are expected to enjoy canned drinks while watching matches from Canada, Mexico and the United States, the tournament offers a strong opportunity to remind people not to waste valuable metal.
Chris Latham-Warde, programme manager for Every Can Counts, added that billions of cans are expected to be used during the World Cup, making it an important moment to raise awareness about everyday recycling. He said that aluminium cans can be recycled repeatedly and may return to shelves as new cans in as little as 60 days.
The campaign also comes as Every Can Counts prepares wider recycling awareness activities across the UK, including participation at major music festivals. The organisation will use these public events to engage consumers and spread its message on the importance of collecting and recycling empty cans.
Every year, around ten billion aluminium cans are recycled across the UK. This helps prevent nearly three million tonnes of greenhouse gas emissions, which is equivalent to taking almost 700,000 cars off the road.
With the FIFA World Cup 2026 expected to drive high consumption of canned drinks, Recycle Now and Every Can Counts are urging fans to support their teams responsibly by recycling every empty can.