ANANDANA, The Coca-Cola India Foundation, in partnership with the International Cricket Council (ICC), will roll out its #MaidaanSaaf initiative during the ICC Men’s T20 World Cup 2026 matches in India, promoting responsible waste management at stadiums on match days.
Building on its presence at previous ICC events, #MaidaanSaaf aims to support cleaner venues, effective waste segregation and improved recovery of recyclable materials at sporting events. The initiative works in close coordination with stadium authorities, housekeeping teams, event partners, recyclers and local stakeholders to strengthen on-ground waste management systems throughout the tournament.
Anandana, in collaboration with Ek Saath, The Earth Foundation and Greenmyna, will oversee waste management operations across the venues. At the five host stadiums in India and more than 30 matches, the programme will focus on practical, visible interventions, including clearly marked segregation points, material recovery support and on-ground awareness efforts to encourage responsible disposal by fans, enabling more efficient collection and recycling, per the media release.
A key element of the initiative is the role of safai saathis, the sanitation and housekeeping workforce responsible for keeping large venues functional during high-footfall events. At the stadiums, #MaidaanSaaf will support these workers through visible recognition, structured work processes and improved segregation infrastructure, helping them collect, sort and channel waste responsibly on match days. The programme will also encourage fans to play their part by using the correct bins and keeping common areas litter-free.
As part of the #MaidaanSaaf 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 fans.
Coca-Cola India and Southwest Asia vice president – public affairs, communications and sustainability Devyani R.L. Rana 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.”
ICC chief commercial officer Anurag Dahiya added, “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.”
