At Carlisle United’s Brunton Park stadium, a novel recycling initiative is unfolding that’s set to change the way fans think about their morning coffee—and what happens to those ubiquitous takeaway cups after the final whistle. The project, spearheaded by renowned papermaker James Cropper in partnership with Little Coffee Cup and the football club itself, is transforming used matchday coffee cups into fresh, high-quality paper for new products. It’s a full-circle approach to sustainability, and it’s catching the attention of environmentalists and football fans alike.
This innovative scheme builds on the recent launch of Little Coffee Cup’s Big Surprise, a children’s book made from paper produced using James Cropper’s CupCycling process. The CupCycling technology isn’t your run-of-the-mill recycling method. It specializes in transforming PE-lined paper cups—those with a plastic lining that are notoriously tough to recycle—into premium fiber suitable for high-end paper applications. In other words, what used to be trash is now a resource for something new and valuable.
So, how does it work? Over the next four Carlisle United home games, fans will notice new branded collection bins around the stadium, thanks to a collaboration with co-cr8. Every time a supporter finishes their hot drink, they can drop their cup into one of these bins. It’s a simple act, but one that’s part of a much bigger system. The used cups are collected by North West Recycling (NWR), baled for transport, and then handed over to co-cr8, who ensures the materials make their way back into the recycling stream. From there, James Cropper’s CupCycling technology takes center stage, turning the recovered cups into fresh paper destined for future Little Coffee Cup products.
“The initiative highlights how regional partnerships can play a critical role in advancing circular economy principles,” said Stephanie Walker, head of technical at James Cropper, in a statement provided to local press. “By combining local expertise, venue-based collection, and specialist recycling capability, the project provides a tangible example of how materials can be captured, processed, and reintroduced into manufacturing cycles within a defined geographic ecosystem.” It’s a mouthful, but the message is clear: this isn’t just about recycling a few cups. It’s about building a system where waste is continuously looped back into the supply chain, reducing the need for virgin materials and cutting down on landfill.
The story doesn’t end with the papermaker, though. The initiative brings together a network of local and national partners, each playing a distinct role. CupPrint has produced a special partnership edition of the PE-lined paper cups used at matches, supplied and served within the stadium by John Watt and Son, the club’s catering and beverage partner. Meanwhile, NWR is responsible for collecting and baling the used cups, carefully monitoring the returned volumes throughout the football season to better understand recovery rates and participation levels. This data is crucial for measuring the project’s impact and for fine-tuning future efforts.
Hayley Slack, author of Little Coffee Cup’s Big Surprise and a key supporter of the scheme, sees the initiative as a blueprint for broader change. “With millions of disposable cups used annually in the UK, initiatives such as this demonstrate how coordinated action across supply chains, supported by community engagement, can contribute to more effective material recovery,” Slack explained. “By linking storytelling with infrastructure and local partnerships, the project illustrates how circularity can be embedded not only in products, but in the systems that support them.” It’s a powerful statement that underscores the importance of both education and action—two things this project has in spades.
For the duration of the four home games, the stadium environment itself becomes a living laboratory for circular economy principles. Fans, players, and staff are all part of the process, whether they realize it or not. The hope is that this hands-on experience with recycling will foster greater awareness and encourage similar efforts in other venues and communities. The initiative’s live collection and recycling activities offer a rare, up-close look at what it takes to close the loop on materials that are often overlooked in traditional recycling schemes.
Of course, the project’s success depends on more than just good intentions. The technical challenge of recycling PE-lined cups is significant. These cups are designed to be waterproof, which makes them great for holding hot drinks but a nightmare for most recycling facilities. James Cropper’s CupCycling process, however, has found a way to separate the plastic lining from the paper fibers, reclaiming the high-quality pulp needed for premium paper products. It’s a technological leap that could have far-reaching implications if adopted more widely.
Community engagement is another vital ingredient. By involving local organizations like North West Recycling and co-cr8, and by making the process visible to thousands of football fans, the initiative is building momentum for a broader shift toward sustainability. The branded bins, the special edition cups, and the participation of beloved local businesses like John Watt and Son all help drive home the message that recycling is not just a chore—it’s a community effort that can yield real, tangible results.
It’s not just about the numbers, but they do matter. By monitoring the volume of cups collected and recycled over the course of the four games, organizers will gather valuable data on participation rates and recovery efficiency. This information will help inform future campaigns, both at Brunton Park and elsewhere, and could serve as a model for other sports venues looking to reduce their environmental footprint.
For Carlisle United, this initiative is more than just good PR. It’s an opportunity to demonstrate leadership on sustainability and to engage fans in a cause that extends far beyond the pitch. And for James Cropper, it’s a chance to showcase the potential of their CupCycling technology in a real-world setting, proving that even the most challenging materials can be given a new lease on life.
As the season progresses and the recycled cups are transformed into new paper products, the project’s full impact will become clear. For now, it stands as a shining example of what’s possible when businesses, community organizations, and passionate individuals come together to tackle a pressing environmental challenge. Who knew a simple cup of coffee at a football match could spark such a meaningful change?
With every cup collected and every fan engaged, the Carlisle United initiative is quietly rewriting the rules of recycling—one matchday at a time.