client
Derby County Football Club
project title
DCFCs Use of Technology on Reusable Cups
industry
Stadium
time frame
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.
Circulayo has been incredibly supportive. Their approach is flexible and their services have been tailored to our needs. We’ve made great savings and contributed towards the environment.
Pete Baker
Head of Concessions
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
AppNostic: 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, AppNostic 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 the AppNostic 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 AppNostic 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 introduction of reusable cups and Circulayo’s technology was carried out in stages to ensure a smooth transition. A pilot was launched in the South Stand across the final three matches of the 22-23 season, allowing the club to test feasibility, gather feedback, and tailor the system to their needs.
Alongside the reusable cups, AppNostic was introduced. Customised with Derby County’s branding, fans scanned a QR code on their cup to see how much plastic and carbon they had saved and enter a competition to win a signed football.
The first trial match, against MK Dons in April 2023, saw an impressive 98% return rate, preventing 44.48kg of single-use plastic waste - equivalent to 98 footballs - from reaching landfill.
After a successful pilot, the initiative expanded stadium-wide, with continuous adjustments to optimise performance. The Flow Platform enabled real-time tracking of savings, recording total savings of 10,987kg in carbon emissions and 4,122kg in single-use plastic - equivalent to 9,161 footballs – across the 23-24 season.
The response from supporters was overwhelmingly positive, with many keen to see further sustainable initiatives introduced. The ease of returning cups, combined with the interactive engagement through AppNostic, enhanced the fan experience and reinforced the club’s commitment to responsible operations.
Building on this success, Derby County continues to use reusable cups and Circulayo’s technology, extending their use beyond football matches to other stadium events, including activities.
