Robert Norster, Chief Executive of the Cardiff Blues said "We are delighted to announce our partnership with Severnside Recycling this forthcoming season. Sustainability and green issues hit at the heart of all our daily lives, both at home and in the workplace.
"As an elite sporting team we aim to lead the way both on the pitch and in our business practice off the field. This partnership highlights our commitment to reducing waste and recycling."
Through a partnership approach to communications, the Blues and Severnside aim to educate visitors to the stadium to put a range of recyclable materials into strategically placed containers.
Commentating on the initiative, Tim Price, Communications Manager at Severnside said "Recycling at events is notoriously difficult, however, to help us achieve our aims we have enlisted the services of our own mascot, Reggie the Recycler, who will front the campaign. Reggie will appear on posters and other media throughout the season, and is set to make personal appearances at some matches to help reinforce the message. In fact, Reggie has already appeared at the Blues Family Fun Day and was an instant hit - even signing autographs along with Cardiff Blues players!"
Commentating on the partnership, Peter McGuinness, Managing Director of Severnside Recycling said "This is a very exciting partnership for us, as it's the first time we have linked our brand with such a high profile sporting team.
"In recent years, Welsh rugby has undergone a lot of changes and the advent of Cardiff Blues as a regional and top-tier professional side mirrors a period of change and progression at Severnside. Coupled with the move to the new stadium next season, this is the perfect time to develop this partnership."
Commercial Director for Severnside, Mathew Prosser, was also keen to stress the synergy between the Welsh regional side and the largest UK paper recycler: "The Blues have demonstrated their commitment to achieve success in off-the-field as well as on-the-field activities.
"We are a national company with a recycling infrastructure which covers the whole of the UK, but with strong links in South Wales, so we are proud to be involved with Cardiff Blues. The Blues have recognised the importance of the impact of their activities (off the field) on the environment, in terms of waste management, and have realised that they can make changes which will have a positive effect. This is the message that we are sending out to the market, and indeed is the message that drives a good deal of our customers' recycling activities."