Lyfecycle-Twickenham tackle plastic pollution

Image: MJR Group Ltd./Coliseum

Lyfecycle and Twickenham Stadium launch ‘Define Your Legacy’ sustainability campaign at the most anticipated rugby matches of Summer 2022.

The ‘Twickenham Stadium’ stated that Twickenham, the home of England Rugby and the largest dedicated rugby union venue in the world, is debuting their ‘Define Your Legacy’ campaign this month to double down on their pledge to make rugby a force for good. In collaboration with Lyfecycle, the campaign aims to tackle issues of sustainability, specifically to do with the damages caused by plastic pollution in the sports industry.

Lyfecycle, created by British innovators Polymateria, offers a one-of-a-kind solution to prevent ocean plastic pollution through their unique self-destructing plastic technology, built into cups used by fans attending matches at the Twickenham Stadium in June.

The 82,000-capacity Twickenham Stadium in Twickenham, South-West London, England, is a rugby union stadium owned by the Rugby Football Union, the English rugby union governing body, which has its headquarters there. The England national rugby union team plays home matches at the stadium.

While made for recycling, if the cup escapes into nature, thanks to Lyfecycle technology, it will self-destruct on land within two years leaving no microplastics or toxins behind. What is left is only an earth-friendly wax that becomes a part of the natural cycle of life. The new cups not only are designed to work in harmony with nature but also are free for fans to use, which will offer quicker speed of service.

Noted Nils Braude, Managing Director of Twickenham Experience, “We have a responsibility to build a more sustainable future for the next generation. Working with Lyfecycle enables rugby fans to enjoy the game with their families, and feel good knowing that with every cup, they’re taking an actionable step towards solving one of the biggest environmental problems of our time.”

The ‘Twickenham Stadium’ further stated that the ‘Define Your Legacy’ campaign, which will bring fun and engaging competitions for fans to participate in, highlights the importance of connection to marine spaces and to raise awareness about plastic pollution. Fans will be able to scan a QR code to learn more about the steps Twickenham are taking to tackle plastic pollution. Educational videos will be played at all sales points and designated bins will be placed around the stadium to promote responsible disposal. After the match, the cups will be recycled through partnerships with major recyclers and community partners to create limited-edition giveaways to further spread the message about small actions we can all take to leave a positive legacy.

As generations of fans and players come together for these showcase events, Lyfecycle and Twickenham are reframing the perception of legacy, with their message that sometimes the best thing to leave behind is nothing at all.

Commented Niall Dunne, CEO of Polymateria, “Polymateria’s mission is to stop plastic on land before it reaches the oceans. Through visionary partners like Twickenham, our Lyfecycle time-controlled self-destructing cups show how recycling and biodegradation can work together, something previously not thought possible. To prove this, we’ll recycle cups used at Twickenham matches throughout the year and turn them into legacy items like benches and unique jewellery. On the current path, 450 million more tonnes of plastic will reach our oceans by 2040 so we must act now.”

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