Fans attending the OVO Energy Women’s Tour this June will have the chance to make Every Can Count as the five-day UCI Women’s World Tour race partners with Alupro, the Aluminium Packaging Recycling Organisation.

Alupro runs campaigns to engage and encourage people to recycle the aluminium packaging they use at home, work and whilst out and about.  The partnership will focus on the Every Can Counts programme, which is encouraging people to recycle drinks cans used outside the home, and in particular by people when they’re ‘on the go’.

“Partnering with the OVO Energy Women’s Tour and Tour Series is a new and exciting opportunity for Alupro,” says Executive Director, Rick Hindley. “Cyclists are, by nature, interested in protecting the environment, so there’s a natural fit with our message about the need to recycle, and the endless recyclability of drink cans. Our fun promotional activity at the events will both entertain and educate a large audience, and we hope it will have a significant impact on raising awareness about the need to recycle, wherever you are.”

Alupro are sponsors of leading British team Drops, who will be racing at both the OVO Energy Women’s Tour (7 – 11 June) and the Matrix Fitness Grand Prix events during The Tour Series, and helping to promote the Every Can Counts programme.

The partnership will also cover The Tour Series, with Alupro attending the Redditch (Tue 9 May), Wembley Park (Tue 16 May) and Bath (Sat 20 May) rounds where fans will also have a chance to find out more in the promo zone and experience the recycle race activity on the Every Can Counts stand.

Every Can Counts tent

To find out how you can help make a positive impact on the environment and really make every can count, visit www.everycancounts.co.uk

Commenting on the partnership, Alastair Grant, Commercial Director of race organisers SweetSpot said, “We are delighted to welcome Alupro as partners to our events and would encourage all of the fans coming along to the Tour Series and OVO Energy Women’s Tour to visit the promo zone and find out more about Every Can Counts.”

The Women’s Tour will begin in Northamptonshire on Wednesday June 7, with the opening stage between Daventry and Kettering and also include stages in Warwickshire and Derbyshire, finishing in central London on Sunday 11 June.  All 15 of the world’s top teams will be taking place, plus British squads Team WNT and Drops.

A one-hour highlights programme of every stage will be broadcast daily on ITV4 and available on demand via the ITV Hub. The Women’s Tour is a part of the UCI Women’s WorldTour, comprising 20 events around the world in 10 different countries.

The Tour Series gets underway in Redditch, Worcestershire, on Tuesday 9th May, visiting ten locations across England and Scotland before the final event in Stevenage on Bank Holiday Monday, 29th May.

Highlights of every round of The Tour Series will be shown on ITV4, with programmes also be available on demand via the ITV Hub.