Transforming Soldier Field: From Single-Use Waste to Scalable Reuse

The Challenge

As a long-time sponsor of the Chicago Bears, Keurig Dr Pepper (KDP), was ready to step up and take action on its goals toward a circular economy. The company sought a high-visibility venue partner to pilot a reuse program and reduce single-use waste, particularly for poured beverages like Dr Pepper sodas and alcoholic drinks.

Soldier Field, one of the most iconic stadiums in the country, presented a unique opportunity, but not without challenges.

• Chicago lacked an existing, local reuse service provider.

• The venue had never implemented a reuse system before.

• On-site washing and sanitizing would be difficult for an older stadium.

• The Bears needed a turnkey solution that wouldn’t disrupt game-day operations.

The Chicago Bears were also looking to expand their sustainability strategy—making this the perfect opportunity for KDP, the Bears, and Bold Reuse to partner.

The Bold Reuse Solution

With a strong track record of launching reuse systems in professional sports, Bold Reuse provided a seamless, full-service solution tailored to the needs of Soldier Field. Together with KDP and Soldier Field, they brought this program to life.

Key elements of the program included:

• Durable, KDP-branded reusable cups deployed in the United Club premium seating area, serving 8,000+ fans per game

• Custom signage and guest education to encourage participation 

• Back-of-house logistics, return bins, and real-time data tracking

• Local wash and sanitization services to ensure safe, efficient reuse at scale

• Cross-partner coordination between KDP, the Bears, Levy Restaurants, and ASM Global for smooth implementation

This closed-loop system kept reusable cups in circulation – collecting, cleaning, and returning them for reuse all within the city of Chicago.

Impact

• Thousands of cups diverted from landfill within the first weeks of launch

• High guest participation and cup return rates driven by clear signage and operational ease

• First NFL team and first Chicago venue to implement a stadium-based reusable cup system

• Program expansion across the full 2025-26 Bears season, as well as extending to Chicago Fire games and concerts

• Enhanced sponsorship value for KDP, aligning their brand with sustainability leadership and high fan engagement

• Scalable reuse model that sets a precedent for other sports teams and venues nationwide

“As we broaden our sustainability efforts, identifying solutions that foster a more sustainable approach to our gameday operations is a priority for the Chicago Bears.”
– Paul Neurauter, SVP of Operations and Sustainability, Chicago Bears

“We’re proud to team up with leaders like the Chicago Bears and Bold Reuse to pilot this program and learn more about scaling reuse models in the U.S.”
– Monique Oxender, Chief Corporate Affairs Officer, KDP

A Win for Fans, the Planet, and Partnerships

This program demonstrates the powerful intersection of sustainability and sponsorship. By turning reusable cups into a branded asset, Bold Reuse helps partners like KDP and the Chicago Bears meaningfully engage fans, reduce environmental impact, and unlock new revenue opportunities.

Bold Reuse is proud to collaborate with forward-thinking leaders like the Chicago Bears and KDP to bring a new era of reuse to professional sports.