Partnership Proposal · 2026
THE WORLD'SMOST EXTREMEENVIRONMENTALGAMES.
Over 12 billion beverage containers. A $500M+ prize pool. Up to 10 million players. An environmental movement disguised as a game. Red Bull belongs at the front of it.
Up to 10M
Australians will play
$500M+
Annual prize pool
Official
Energy Drink of the Games
Exclusive
Category lockout
The Ownership Thesis
Red Bull doesn't sponsor.
Red Bull owns.
Sponsorship buys visibility. Ownership builds platforms. The 10c Recycling Games is a platform — and the Official Energy Drink seat is the ownership position inside it.
Category Ownership
Not a logo on a banner. The Official Energy Drink of the Games — a category lockout no competitor can buy into for the term.
Platform Control
Red Bull doesn't rent reach on someone else's media. It builds and owns the platform — the returns, the draws, the data, the audience.
Cultural Authorship
Every return, every win, every leaderboard is a Red Bull moment. The brand authors the experience — not an ad slot inside it.
Always-On Presence
12 billion containers a year. Up to 10 million players. A 365-day drumbeat of branded returns — not a 30-second window.
This isn't a media buy. It's a category position.
One brand. One seat. Every return in the country, carrying it.
The Problem
Your cans are ending up
in the wrong place.
There's a national scheme designed to stop this. It's been running for years. It's not working hard enough.
14.6%
of all counted litter in Australia is beverage containers
Clean Up Australia FY25
~4B
containers lost to litter & landfill every year
Source-of-truth volumes
~59%
scheme-only return rate — the rest is forfeited
Audited scheme data
$500M+
in deposits left unclaimed, every single year
At 10c × unclaimed volume
The incentive to return a can is 10 cents. In a cost-of-living crisis, that's not enough to change behaviour.
A 30-Second Primer
How the container
deposit scheme works.
You already pay into this — every can, every state. Here's the four-step version your team can repeat.
You supply the can
As a 'first supplier', the brand pays a 10c deposit + scheme fees into the scheme on every eligible container.
The 10c is forwarded to the consumer
It's built into the shelf price. The consumer is meant to reclaim it by returning the empty container.
Return the can, get 10c back
That's the refund. The whole scheme is designed around this single 10-cent incentive.
Most don't bother
Only ~59% get returned. The rest — $500M+ a year — is forfeited. The money just sits there.
So there's a $500M+ pool sitting inside the scheme, designed to motivate Australians to return cans. What if it actually motivated them?
The Games
We turned the 10cinto a game.
Same scheme. Same 10c. 10c is now 10 points as a game currency. We layered a gaming incentive model on top — and turned a boring refund into the world's most extreme environmental games.
Return your container
Same 10c refund. Nothing changes for the consumer — yet.
Opt in. 10c becomes 10 points.
The refund converts into a game currency — points, not cents.
Points become prize-draw entries
Every 10 points is a ticket into the draws. The more you return, the more you play.
Play to win a share of $500M+
Life-changing prizes — simply for returning containers. That's the hook.
10 million Australians. One game. $500M+ in prizes.
Now imagine a brand woven through every single step of that loop. Front and center. Every return. Every draw. Every win.
Red Bull, everywhere
the games live.
Not a logo on a banner. Ownership of the moments people actually remember — the wins, the reveals, the returns.
The Prize Reveals
Red Bull presents every major draw. The brand is the face of the win.
The Winner Moments
Champions crowned under Red Bull. The association is permanent.
The Games Themselves
Seasons, leaderboards, live events — all 'powered by Red Bull'.
The Return Moment
Every can returned is a Red Bull touchpoint. 12 billion a year.
The Leaderboards
Red Bull branding on every ranking, every milestone, every season reset.
The Live Activations
On-the-ground events, depot takeovers, winner experiences — Red Bull owns the room.
And this is just the branding layer.
As the platform matures, the data engine, the audience intelligence, the Red Bull dashboard — all of it comes online. That's the long game.
Brand Alignment
Red Bull was built for this.
This was built for Red Bull.
Red Bull doesn't buy media. Red Bull creates platforms. The 10c Recycling Games is the platform. The only question is whether Red Bull wants to own it.
Extreme Performance
The Games push consumers to compete — highest score, biggest prize, most cans. That's Red Bull.
Cultural Ownership
Red Bull owns events, teams, media channels. Owning Australia's biggest consumer data platform is the same play.
Global Ambition
This model works in any country with a CDS. Red Bull enters once, and the blueprint is set for 50 markets.
Intelligence-First Marketing
Red Bull invests heavily in understanding its audience. This is that investment compounding, permanently.
Red Bull's Marketing Playbook — Why This Fits
Red Bull's business model is built on owning experiences and communities. The 10c Recycling Games is the next platform.
10c Recycling Games vs. Traditional Advertising
Modelled demographics and assumed interest
100% proven beverage container consumers — action verified
Third-party cookies, inferred behaviour, probabilistic models
Zero-party, freely declared, legally consented direct intent
2–3 second ad impression, quickly forgotten
Weekly recurring interaction for the life of the program
Open to every brand, same targeting parameters
Founding partner tier — competitors excluded from this audience
Ad recall erosion — consumers tune out
Red Bull associated with winning, prizes, and fun — forever
Sustainability claims without proven consumer behaviour change
Every Red Bull can returned = measurable environmental impact Red Bull can own
The window
is open.
The 10c Recycling Games is in its Expression of Interest phase. Only one brand will own the Official Energy Drink seat. After that, the category is closed, the exclusivity is locked, and the window is shut — permanently.
01
Confidential Briefing
A 60-minute session with the 10c Recycling Games founding team — the brand story, the games model, and where Red Bull sits at the front of it.
02
Brand Integration Concept
We'll walk you through exactly where Red Bull's brand lives across the games — prize reveals, winner moments, live activations, the full surface area.
03
Founding Partner Term Sheet
Lock in Official Energy Drink exclusivity and category lockout before the EOI phase closes. Founding partner terms are substantially better than launch terms.
Ready to talk?
Reach out directly to the partnerships team to begin the confidential briefing process.
This proposal is strictly confidential and prepared exclusively for Red Bull GmbH and Red Bull Australia Pty Ltd. Unauthorised distribution is prohibited. The 10c Recycling Games is currently in EOI phase pending regulatory approval.
© 2026 10c Recycling Games. Confidential Partnership Proposal.
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