It is estimated that the venue uses more than 800,000 cups on average over the course of a year.

Purple Planet Packaging, which is based on Severn Stars Industrial Estate, is less than five miles from the Arena and supplies sustainable food and drinks packaging to a range of industries, including across the leisure and hospitality sector.

The new cups, which feature Coventry Building Society Arena branding, are now available for teas and coffees at outlets across the venue for football matches, conferences, exhibitions and live entertainment events.

It is the latest product introduced by the Arena as part of its venue-wide sustainability initiative, which has already seen the elimination of single-use plastics across all operations.

The Arena will be working with its waste management partner Go Green to recycle all of the new plastic-lined cups for hot drinks.

Tom Davies, Head of Supply and Sustainability at Coventry Building Society Arena, said: “We are committed to working with local suppliers such as Purple Planet Packaging, which helps us to continue reducing our emissions and carbon footprint as a venue, while also contributing positively to the local economy.

“Purple Planet Packaging have excellent green credentials and offered a great sustainable solution for our branded 12 oz hot cups.

“We’re proud to be working with another local business to provide a high-quality product to our customers.” 

Purple Planet Packaging was bought by Mark and Joanna Farr in 2019 and has seen significant growth over the last five years, with turnover growing from £120,000 to £1.36 million.

The deal with Coventry Building Society Arena signals the next stage in the company’s growth.

Mark Farr said: “This deal marks a huge step in our growth and as a proud Coventry company we are delighted to be working with Coventry Building Society Arena.

“We have been in conversations with the venue for around 18 months, and now due to our fast growth and upward trajectory we are able to deliver to their requirements.

“By working with our established network of manufacturers we are able to provide a custom branded product for the Arena, which is also sustainable and able to be recycled.

“It’s testament to Coventry Building Society Arena that they are committed to working with local suppliers like us and we look forward to continuing to grow the relationship.”

Pictured: Paul Michael (Coventry Building Society Arena), Joanna Farr, Mark Farr (Purple Planet Packaging) and Alan Diaz (Coventry Building Society Arena)