Stadium
DCFCs Use of Technology on Reusable Cups
2023 - 2024
27,291Kg
Carbon
Saved
8,482Kg
Single-use
Savings
18,848
Football Equivalent
Derby County Football Club identified the need for a viable solution to this problem, seeking to minimise waste while maintaining a high-quality experience for their fans.
The project was implemented in stages to ensure a smooth transition and maximise impact. Initially, a pilot was launched in the South Stand of the stadium across the final 3 matches of the 22-23 season to test the feasibility, gather feedback, and tailor the solution to Derby County. Following the successful pilot, the initiative was expanded stadium-wide. Continuous monitoring and adjustments were made to address any challenges and optimise the process.
Technology Overview
Circulayo Connect: A highly customisable engagement platform designed to transform how businesses connect with their audience on promotions and sustainability. By scanning a QR code on a reusable cup, Circulayo Connect allowed Derby County to showcase their sustainability efforts directly to fans.
Derby County gained real-time data and insights into consumer engagement to optimise interactions and keep sponsors informed on active promotions. Key features include:
• Consumer Engagement: Enhanced interaction by promoting sustainability stories, rewards, and sponsored content.
• Data Insights: Offered detailed analytics on consumer behaviour and engagement to further create tailored content.
• Customisable Interface: Derby County tailored Circulayo Connect to their specific needs, content, and branding.
Flow Platform: A platform for optimising supply chain operations and enabling a circular economy. At Derby County, it provided real-time data and insights into reusable item usage and environmental savings.
By using QR code technology, the club tracked and managed its reusable items across the stadium. This allowed them to analyse the performance of reuse systems, maximise product lifecycles, improve resource efficiency, and drive operational improvements through actionable insights.
• Digital Twin Creation: Digitises physical reusable items to allow for streamlined lifecycle tracking.
• Real-Time Data and Tracking: Managed stock levels based on data to know how much stock they would need for the next match.
• Integration Capabilities: Easily integrated with existing systems and operations.
By combining Circulayo Connect and the Flow Platform, businesses can seamlessly track reusables, engage customers, and drive measurable environmental impact. With Circulayo’s technology, Derby County have implemented reusable cups throughout their stadium successfully.
Deployment
The rollout of reusable cups and Circulayo’s technology was phased to ensure a smooth transition. A pilot in the South Stand during the final three matches of the 2022–23 season enabled Derby County to test the system, gather feedback, and refine the approach. Alongside the cups, Circulayo Connect was introduced, allowing fans to scan a QR code to track their environmental savings and enter a prize draw via a branded digital experience.
The first trial match achieved a 98% cup return rate, preventing 44.48kg of single use plastic waste. Following the pilot’s success, the scheme was expanded stadium wide for the 2023–24 season. Using the Flow Platform for real time tracking, the club recorded savings of 10,987kg in carbon emissions and 4,122kg of plastic waste, equivalent to 9,161 footballs.
Supporter feedback was overwhelmingly positive, strengthening the club’s sustainability credentials and leading to the continued use of the system across football matches and other stadium events.
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