GSL Group’s Sports and Entertainment division, which owns and operates the Victoria Royals, the Save-On-Foods Memorial Centre (SOFMC), and its Food and Beverage arm, Eventium Food Services, is proud to announce a move towards a greener future at the arena. Starting with the Victoria Royals’ Home Opener on Friday, September 19, when the Royals face the Penticton Vees, fans on the Fan Deck will be among the first in Victoria to experience a new reusable cup and container program aimed at reducing single-use waste at live sports and entertainment events.
The initiative, led by Canadian reuse provider Friendlier, signifies a major step toward aligning live event operations with the City of Victoria’s ambitious waste reduction goals. By keeping resources in circulation longer, reducing landfill waste, and phasing out single-use plastics, Friendlier supports communities in moving towards a more sustainable future.
Attendees at SOFMC can now enjoy drinks and premium food in durable, reusable cups and containers at the Fan Deck, with convenient return bins nearby for easy drop-off. All used items will be collected at SOFMC, then cleaned, sanitized, and returned by Friendlier, creating a simple closed-loop system that keeps waste out of the landfill.
“We are incredibly proud to launch this program with Friendlier and take meaningful action toward sustainability inside SOFMC,” said Matt Cooke, General Manager of Food and Beverage at SOFMC. “As a venue and as a team, we are committed to supporting Victoria’s leadership in reducing single-use waste. Fans can enjoy their drinks and meals knowing they’re contributing to a greener city every time they return a cup or container.”
Every day in Victoria, over 220,000 single-use items — including coffee cups, takeout containers, and utensils — are discarded, with around 7,000 disposable cups ending up in public bins alone. By adopting reusable cups and containers at SOFMC, the Victoria Royals are helping make reuse the standard at large-scale events, where thousands of items could otherwise be thrown away in a single night.
“Major community hubs like Save-On-Foods Memorial Centre play an important role in helping Victoria reach its sustainability goals,” said Marika Smith, Sustainability Specialist for the City of Victoria. “When thousands of fans see reuse in action at live events, it helps normalize these practices and brings us one step closer to becoming a truly zero-waste city.”
By introducing this innovation at Victoria’s largest entertainment venue, SOFMC, the Victoria Royals, Eventium, and GSL Sports and Entertainment aim to set a standard for sustainable live events in the city, while supporting a healthier environment and improving the fan experience.
“We’re thrilled to bring reuse to the Save-On-Foods Memorial Centre alongside the Victoria Royals and GSL Group,” said Kayli Smith, Co-Founder and CEO of Friendlier. “Live events are such a powerful place to showcase the impact of reuse. When thousands of fans see how simple and convenient it can be, it helps shift culture beyond the arena. Together, we’re proving that sustainability and fan experience can go hand in hand.”
This launch on the Fan Deck marks only the beginning, as GSL Sports & Entertainment and its partners are committed to building on the program this season, expanding reuse into additional areas of SOFMC to further reduce single-use waste.
