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Clean hits off the field as Maidaan Saaf bowls into T20 World Cup
Coca-Cola India and ICC take waste segregation centre stage at packed stadiums.
MUMBAI: When the crowd roars and boundaries fly, the bins are getting a workout too. As India gears up to host the ICC Men’s T20 World Cup 2026, the Coca-Cola India Foundation is bringing its #MaidaanSaaf initiative back to the stands, turning match days into a live lesson in responsible waste management.
Rolled out in partnership with the International Cricket Council, #MaidaanSaaf will be implemented across more than 30 matches at five Indian stadiums during the tournament. The initiative focuses on keeping venues cleaner through effective waste segregation, visible collection systems and improved recovery of recyclables at one of the highest-footfall sporting spectacles in the world.
Building on its earlier presence at ICC tournaments, the programme works behind the scenes with stadium authorities, housekeeping teams, recyclers and local partners to strengthen on-ground waste management systems during match days. The idea is simple, make responsible disposal easy, visible and part of the fan experience.
Implementation on the ground will be led by Anandana, in collaboration with Ek Saath – The Earth Foundation and Greenmyna. Across venues, fans will see clearly marked segregation points, material recovery support and on-ground awareness efforts encouraging them to use the right bins and keep common areas litter-free. The focus remains firmly on practical, scalable interventions rather than one-off gestures.
At the heart of #MaidaanSaaf are the safai saathis, the sanitation and housekeeping workforce that keeps stadiums functional during packed fixtures. The initiative places special emphasis on recognising their role, improving segregation infrastructure and enabling structured work processes that help waste move efficiently from stands to sorting and recovery.
Adding a fan-facing twist, sustainable beverage cups will be introduced at select venues. Designed as collectible merchandise, the cups aim to nudge spectators towards mindful consumption and responsible disposal, blending sustainability with souvenir value.
“The ICC Men’s T20 World Cup brings together millions of fans, and with that scale comes a clear responsibility to manage waste thoughtfully,” said Coca-Cola vice president for public affairs for communications and sustainability India and Southwest Asia Devyani R.L. Rana. “Through Maidaan Saaf, we’re integrating responsible waste disposal into the match-day experience by making segregation and collection more visible and accessible for fans.”
ICC chief commercial officer, Anurag Dahiya added that delivering a world-class tournament experience goes beyond the action on the pitch. The collaboration, he said, supports cleaner venues while encouraging fans to actively participate in responsible practices during large sporting events.
The 2026 activation builds on Coca-Cola India’s earlier efforts at major tournaments, including the ICC Men’s Cricket World Cup 2023 and the ICC Women’s Cricket World Cup 2025. During the 2023 event, the company also supported recycled Pet country flags and ICC Unity flags, an initiative later recognised by the Limca Book of Records.
As cricket once again commands the nation’s attention, #MaidaanSaaf is quietly making its case that big moments and clean habits can go hand in hand proving that some of the most important wins happen well beyond the boundary rope.
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Steven Davis joins Sony Pictures Networks India as Content Licensing Manager
Seasoned media professional brings over 14 years of syndication and distribution expertise.
MUMBAI: Steven Davis has found a new reel home and this time, it’s at one of India’s biggest entertainment powerhouses. Steven Davis has joined Sony Pictures Networks India as manager of content licensing, marking a significant new chapter in his career within the media and entertainment industry. With more than 14 years of rich experience in content licensing, syndication, distribution, and sales, Davis brings deep operational knowledge and a proven track record of driving revenue through strategic content partnerships.
Prior to this move, he served as senior manager for content licensing & syndication at Rajshri Entertainment for over five years (November 2020 – March 2026), where he orchestrated the full cycle of content licensing and distribution. He has also held leadership roles at Veon Events, Bizzy Baby Media, Yoboho New Media, Vuclip, Saregama India, and Hungama.
In his new role at Sony Pictures Networks India, Davis will contribute to expanding the company’s diverse content portfolio and strengthening its reach across global markets.
The appointment adds valuable expertise to Sony Pictures Networks India’s content licensing team as the company continues to grow its presence in an increasingly competitive entertainment landscape.
From managing syndication at Rajshri to now licensing content at Sony, Steven Davis clearly knows how to keep the stories flowing. His move signals yet another seasoned hand joining the ranks to help some of India’s biggest shows and films find new audiences worldwide.
