Norway Cup 2025

Purpose

To mobilize the football community for sustainability through engaging activities that inspire knowledge, contribution, and collective action — building Green Will where it matters most: among players, families, and fans.

About the project

We Play Green was proud to join Norway Cup 2025, the world’s largest youth football tournament. At the Global Goals Arena, we turned football’s passion into action for a greener future.

Together with Sisters in Business, we gave old football shirts a second life — transforming them into personalized shopping bags and supporter hats, sewn live at our stand.

We also introduced our Norway Cup bag, a reusable shopping bag provided to more than 2,000 participating teams for sustainable gear distribution — and made available for sale throughout the event. In addition, we presented Kunstgressdugnaden (the Artificial Pitch Campaign) — our nationwide effort to build enthusiasm, understanding, and funding for the transition away from harmful rubber infill.

Why it matters

To speed up the green shift, we need stronger Green Will among people — and football has the power to mobilize it. At Norway Cup, We Play Green showed how action, creativity, and joy can make sustainability real — turning the world’s biggest youth tournament into a celebration of green change.