Strengthening waste management at venues

The initiative will be rolled out across five host stadiums in India during over 30 matches, working closely with stadium authorities, housekeeping teams, recyclers, and local partners. Clearly marked waste segregation points, material recovery systems, and fan awareness drives will be introduced to help ensure efficient collection of recyclables and compostable waste. Ek Saath – The Earth Foundation and Greenmyna will support the execution, focusing on practical solutions that can handle large match-day crowds.

A key part of #MaidaanSaaf is recognising the work of “safai saathis”, sanitation and housekeeping staff who manage waste during high-footfall events. The programme aims to provide better segregation infrastructure and structured processes to support their work. Fans will be encouraged to contribute through simple steps such as using designated bins and keeping shared spaces litter-free, helping create a more responsible stadium culture during the tournament.

Sustainable cups and on-ground activations

As part of the campaign, sustainable beverage cups will be introduced at select venues. Designed as collectible merchandise, the cups aim to promote mindful consumption while reducing waste. Organisers say such visible initiatives help reinforce responsible habits among spectators without affecting the overall match-day experience.

Building on earlier tournament initiatives

#MaidaanSaaf returns after earlier activations at ICC events, including the Men’s Cricket World Cup 2023 and Women’s Cricket World Cup 2025. During the 2023 tournament, Coca-Cola India supported the creation of recycled PET country flags and ICC Unity flags made from reused material, highlighting the company’s broader focus on improving collection and recycling systems through partnerships and community-based efforts.

Becky Lynch is set to defend her Women’s Intercontinental Championship against AJ Lee at Elimination Chamber. Rumors have been swirling that WWE has plans to do another singles match between the two at WrestleMania 42. Therefore, all roads currently lead to one direction, hinting that this rivalry might culminate with Lee taking the coveted title away from Lynch.

However, this should not happen, given the broader picture. If someone actually deserves to dethrone Big Time Becks, it’s none other than Lyra Valkyria. Ever since losing the Women’s Intercontinental Championship last year, The Bird Lady of WWE has fallen down the ranks. She has been wandering directionless on RAW, with her career taking a downward trajectory.

WWE desperately needs a big breakthrough for Valkyria that could once again push her into the limelight. Winning the Women’s Intercontinental Championship from Becky Lynch would give her the push she has been seeking. What makes it logically appealing is that both women have a storied history and their feud in 2025 was one of the most compelling in the women’s division.

Meanwhile, AJ Lee is one of the most decorated stars and she does not need a championship to add to her resume at this point in her career. The Black Widow dethroning Lynch could be a “feel-good” moment in terms of the current storyline. But it wouldn’t benefit the Stamford-based promotion in the long run. Instead, WWE should use that moment to elevate Lyra Valkyria.

The company’s primary focus should be on building future talents and rising stars instead of elevating part-time veterans. Valkyria is the cornerstone of the WWE women’s division and is a future world champion contender. Dethroning a big star like Becky would solidify her as a main-event-level star, reigniting the red-hot momentum the 29-year-old lost in recent months.

Besides, the condition that Lyra Valkyria cannot challenge Becky Lynch for the Women’s Intercontinental Title after SummerSlam 2025 as long as Becky remains champion seemingly became null and void. That stipulation was perhaps valid for Lynch’s that very reign. Now that Big Time Becks is on her second and fresh title reign, this may allow Valkyria to go after her.

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Becky Lynch and AJ Lee’s feud should have only one outcome

Becky Lynch has been embroiled in a heated rivalry with AJ Lee since September last year. The two superstars competed against each other twice, once at Wrestlepalooza and the other at Survivor Series: WarGames. This months-long feud seems to be in its final stretch now and it could culminate at WrestleMania 42.

However, this storyline should have only one outcome and that is Lynch wrapping up this feud with a big win. It is because AJ Lee has had the upper hand in this feud so far. She defeated Becky Lynch in the Mixed Tag Team Match that took place at Wrestlepalooza last September. The former Divas Champion once again beat Lynch in the Women’s Survivor Series match last year.

Well, things did not end there. Lee also cost The Man the Women’s Intercontinental Championship at Madison Square Garden. Therefore, this feud must end with Becky Lynch having the last laugh. Big Time Becks suffered too many setbacks against AJ Lee, which dealt a major blow to her credibility.

As a result, it has become necessary for her to defeat The Black Widow and put a definitive end to this feud. Beating Lee would serve as poetic justice for Lynch after months of setbacks and embarrassment against the former. Hence, this seems to be the only logical end to this heated feud in WWE.