Preferential policies combined with strong and urgent demand are encouraging players into the recycling business The monthlong 2018 FIFA World Cup in Russia is expected to attract an estimated 3.4 billion viewers worldwide, according to research firm GlobalWebIndex. That means nearly half of the world's population will be following the 64 matches to decide the one winner to raise the golden trophy. One of the key features that makes this World Cup edition special is its eco-friendly commitment, as indicated in the Sustainability Strategy promoted by FIFA and the Russian Local Organizing Committee, which aims to make this a "greener and more sustainable" World Cup.