Ball + Super Bowl

Ball Aluminium Cup / Source: Ball Corporation

AluminiumBall Aluminum CupFood & BeverageNorth AmericaPackaging

3 MINUTE READ

Kaltrina Bylykbashi

WHAT WE SAY:

As people wake up to the plastic crisis, the aftermath of mass gatherings – with thousands upon thousands of discarded, single-use plastic cups – becomes increasingly jarring, especially for industries that are billed as 'entertainment.'

Ball’s Aluminium Cup will not solve this overnight, but we love that its presence at the Super Bowl – America’s most visible and celebrated cultural-sporting moment – highlights how simple it is for us to leave the plastic era behind and shift to a more circular system. With great entertainment, comes great responsibility.

KEY FACTS:

In February 2022, Ball partnered up with Budweiser-owner Anheuser-Busch (AB InBev) to provide guests at the NFL Super Bowl with Aluminium beverage cups, to showcase the brands’ sustainability credentials.
Composed of 90% recycled aluminium, the cup highlights the metal’s ability to be efficiently and infinitely recycled.
The cups’ ‘cool touch’ properties also helps to keep drinks cooler for longer, while still being robust and light in weight.
The cups are also available for purchase online and across major retailers, such as Target, Walmart, Kroger and more.

Ball Aluminium Cup in partnership with AB inBev / Source: Ball Corporation

The Ball Aluminium Cup is infinitely recyclable / Source: Ball Corporation

"...We're committed to...increasing use of infinitely recyclable aluminium beverage packaging, strengthening in-venue recycling and educating fans on how they can live more sustainably."

Dan Fisher - President and CEO-elect, Ball Corporation

DIVE DEEPER:

NFL organisers say an average game generates 80,000 pounds (36,287 kilograms) of waste and that this can double during the Super Bowl.
During the game, more than 20,000 cups were made available. At the time of writing, Ball has supplied aluminium cups for the Super Bowl for three consecutive years.
Ball and supplier Novelis report that, as of April 2022, the Ball Aluminium Cup is composed of 90% recycled aluminium content, which uses 95% less energy than using virgin aluminium.
The cup is manufactured in Rome, Georgia, USA by Novelis.
In 2022, expansion into Europe is slated. Watch this space for updates.

Key Design Considerations:

Systems are as important as materials

So much of aluminium’s impact depends on its recycling rate, which is why launching it into a (relatively) closed loop stadium system is a smart move.

New contexts can unlock new behaviours

As well as the visibility that the Super Bowl offers, it is often easier to get people to try new things when they are not blindly following their daily routines. Are there other hospitality venues and events – festivals, hotels, airlines – where you could launch a new material concept?

Could aluminium cups also enable you to deliver a better customer experience?

The metal cups (with their ‘cool touch’ technology) keep drinks cooler than plastic alternatives, especially if pre-chilled, giving consumers an extra incentive to use the cups.