Recent research by Retail Economics indicated that sponsorship and advertising of plastic bottled water contributes to at least 81 million extra plastic bottles being sold in the UK. If we take the example of Britain’s favourite tennis championships, Wimbledon, who famously works with bottled water giant Evian, features the brand name prominently on the players bottles and in press meetings. Whilst the move to give players reusable bottles this year is a step in the right direction, 400,000 plastic water bottles will still be sold at this year’s Championship alone and therefore, there’s an opportunity to introduce more refill solutions for spectators. Whilst Evian touts its green credentials and sustainability in its advertising, it still churns out millions of single-use plastic bottles every year. We call this ‘sportswashing’.