Sven joins BIG recycle team

It is a fact of life that big sporting events send alcohol consumption soaring in the UK - and they don't come much bigger than the World Cup.

The England coach gives recycling the thumbs up

The England coach gives recycling the thumbs up

During the course of football's biggest competition, football fans thirsting for victory are expected to crack open 410 million cans and bottles of beer, 25% more than in a normal month.

A further 710 million cans of soft drinks are expected to be drunk during the tournament while newspaper and magazine sales could reach £180 million during the tournament and cardboard packaging use could go up too, prompted by a surge in sales of everything from high definition TVs to the extra beer cans and bottles.

With the kick off of the BIG recycle this week England coach Sven Goran Eriksson has got behind the campaign and is calling on poor recyclers to substitute their usual habits and make it their goal to recycle all their empties.

"I am very pleased to support the BIG recycle this June," said Sven.

"Millions of our fans will be cheering on England and I would urge our supporters to make this World Cup a winner for the team and environment by recycling all their extra cans, bottles and newspapers as they support the team from home."

Environment Minister David Miliband is also joining the star-studded squad backing the campaign, along with ITV football presenter Gabby Logan, former England international Graeme Le Saux and impressionist Alistair McGowan.

"I'm thrilled to be supporting the BIG recycle, because my family and I are already keen recyclers," said Gabby Logan.

"I always use our council's doorstep collection service, and try to shop sensibly to buy recycled or recyclable goods and packaging. It's easy to get into the habit, and it makes a lot of environmental sense.

"Given that we generate even more waste than usual during a major sporting tournament, I think the World Cup is a great time to remind people to do their bit. I hope everyone will make recycling their goal this summer."

The BIG recycle' jointly organised and funded by WRAP (the Waste & Resources Action Programme) - a Government-funded UK programme established to promote resource efficiency - in partnership with the leading materials reprocessing organisations British Glass, Corus, Novelis, PaperChain, the Corrugated Packaging Industry and Recoup.

Jennie Price, WRAP's chief executive of said: "This campaign is a great opportunity to remind people just how easy it is to recycle. Nine out of ten of us are able to recycle on our doorstep.

"What's more, we now have a measure of the positive contribution that recycling can make to tackling climate change - equivalent to taking a staggering 3.5 million cars off the road - so it's a simple way in which everyone can make a difference."

Sam Bond


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