Coca-Cola India is bringing its #MaidaanSaaf initiative to matches of the ICC Men’s T20 World Cup in India, in partnership with the International Cricket Council (ICC), with the aim of reinforcing responsible waste practices at stadiums on match days.
Led by Anandana – The Coca-Cola India Foundation, the initiative builds on its presence at previous ICC tournaments and is designed to support cleaner stadiums, effective waste segregation and improved recovery of recyclable materials at one of the world’s highest-footfall sporting events. #MaidaanSaaf works closely with stadium authorities, housekeeping teams, event partners, recyclers and local stakeholders to strengthen on-ground waste management systems during the tournament.
Anandana, in collaboration with Ek Saath – The Earth Foundation and Greenmyna, will implement waste management systems across stadium venues. The initiative will focus on ensuring proper segregation and recovery of recyclables and compostables at five host stadiums in India, covering more than 30 matches. Planned interventions include clearly marked waste segregation points, material recovery support and on-ground awareness efforts to encourage fans to dispose of waste responsibly, enabling efficient collection and recycling.
Central to #MaidaanSaaf are safai saathis—the sanitation and housekeeping workforce responsible for managing cleanliness at large venues during high-footfall events. The initiative will support safai saathis through visible recognition, structured work processes and improved segregation infrastructure, helping them collect, sort and channel waste responsibly on match days. Fans will also be encouraged to participate through simple actions such as using the correct bins and keeping common areas litter-free.
As part of the activation, sustainable beverage cups will be introduced at select venues during the tournament. Designed as collectible merchandise, the cups aim to promote mindful consumption and responsible disposal among spectators.
Commenting on the initiative, Devyani R. L. Rana, Vice President – Public Affairs, Communications and Sustainability, Coca-Cola India and Southwest Asia, said, “The ICC Men’s T20 World Cup brings together millions of fans, and with that scale comes a clear responsibility to manage waste thoughtfully. Through Maidaan Saaf, we’re integrating responsible waste disposal into the match-day experience by making segregation and collection more visible and accessible for fans. Our ongoing partnership with the ICC allows us to work closely with local partners on the ground to strengthen waste recovery systems and build awareness that extends beyond the tournament. These efforts are part of our broader focus on improving collection and recycling systems so packaging waste is recovered responsibly and put to purposeful use.”
Anurag Dahiya, Chief Commercial Officer at the ICC, said, “Delivering a world-class tournament experience extends beyond the action on the field. Through our collaboration with Coca-Cola India and the #MaidaanSaaf initiative, we continue to support cleaner venues and responsible practices while encouraging fans to play an active role in large sporting events.”
The return of #MaidaanSaaf at the ICC Men’s T20 World Cup 2026 builds on Coca-Cola India’s earlier activations at major sporting events, including the ICC Men’s Cricket World Cup and the ICC Women’s Cricket World Cup. During the 2023 Men’s World Cup, Coca-Cola India also supported the creation of recycled PET country flags and ICC Unity flags, made from recycled materials and later recognised by the Limca Book of Records.
Aligned with Coca-Cola India’s broader packaging waste reduction strategy, which includes a partnering-to-collect approach, #MaidaanSaaf reflects the company’s continued focus on practical, collaborative solutions that support waste recovery while highlighting the people who enable these systems on the ground.
Through #MaidaanSaaf at the ICC Men’s T20 World Cup 2026, Coca-Cola India continues to integrate responsible waste practices into moments that matter most to fans.
