PreZero and Tomorrowland team up to drive circular solutions for mega-events

• Circularity over silos: Building a functional circular economy requires resilient infrastructure and bold, cross-industry alliances.
• The power of collaboration: True circularity only becomes an industry standard when major events and corporate partners break down traditional boundaries to build integrated systems.
• Action over lectures: Moving away from moral appeals, the partnership relies on seamless, hands-on practices that naturally encourage festival-goers to participate.

Neckarsulm/ Boom (Belgien), 14. Juli 2026 –When hundreds of thousands of people gather to celebrate, they generate massive volumes of waste and recyclable materials—resources that, until now, have largely slipped through the cracks. PreZero and the world-renowned music festival Tomorrowland are set to fundamentally disrupt this paradigm. The partners have entered into a strategic alliance to optimize resource streams directly within the festival environment. This joint initiative aims to provide a real-world proof of concept, exploring how the emotional energy of a global event can be channeled into tangible, circular solutions for the European economy.

This collaboration underscores the joint strength within the ecosystem of the companies of the Schwarz Group: While Lidl supplies festival-goers on-site through a dedicated pop-up store, an in-house bakery, and custom Fresh Food Stations, PreZero acts as a strategic partner to gain valuable insights on how to progressively optimize material streams in the event sector and secure vital resources for the future.

Cross-industry alliances: From the festival grounds to the Love Tomorrow Summit

Transformation requires a grand stage. To prove the power of collaboration, the partners are taking their message to Tomorrowland's conference, the Love Tomorrow Summit. During the panel “Circularity at Scale,” Tomorrowland and PreZero will connect with a senior representative from UEFA to discuss how different industries can tackle resource scarcity together. In doing so, the partners draw on already existing, successful alliances: PreZero supports UEFA in implementing scalable circular economy solutions across competitions, stadiums and organisational operations in line with UEFA’s sustainability strategy. 

Marcus Sagitz, Managing Director of Marketing & Corporate Affairs at PreZero International, notes: “We are tearing down traditional industry silos, shifting the conversation away from mere waste disposal toward a strategic supply of resources. PreZero acts as the enabler of this systemic shift. Managing the logistical volatility and peaks of a complex mega-event requires the exact type of operational expertise needed to secure intricate industrial supply chains. We are deliberately sharing the stage at the Love Tomorrow Summit with UEFA, another key partner of ours, to show that these challenges are universal—and that we must co-create the solutions for tomorrow, today.”

Joris Beckers, Founder of Love Tomorrow Summit, adds: “Our attendees come to the Summit to experience the future firsthand. Partnering with PreZero allows us to connect the worlds of sports and music culture through a shared, vital goal: driving the transition toward a circular economy. By bringing these powerful industries together on our home turf, we want to discuss how entertainment and practical environmental action can work hand in hand”. The Love Tomorrow Summit takes place on Thursday, July 23, 2026, at Tomorrowland's grounds in Boom, Belgium. The Summit unites thinkers, entrepreneurs, music artists, and leaders to explore the future of intelligence and its impact on humans, organizations, and society.

Embedding circularity into the everyday experience

Major festivals mirror temporary smart cities and serve as the ultimate stress test for logistical networks. PreZero demonstrates that circularity works in practice - completely free of moral lecturing. In summer 2026, the partners want to gather operational insights and build a solid foundation of trust to explore new circular solutions for major events. 

Recycling in the heart of the crowd: Mobile teams equipped with custom recycling backpacks will be in action directly on Tomorrowland’s dance floors, capturing valuable materials right at the point of consumption. Simultaneously, professional performers acting as circular ambassadors will keep the crowd's energy high while playfully engaging festival-goers in smart waste separation. This simple, frictionless system naturally carries the community along, safeguarding valuable resources and anchoring circularity right in the middle of the crowd.

Strategic implications for the European economy and society

PreZero is redefining resource management for large-scale events. This partnership underscores the company’s broader strategic pivot: for PreZero, circular practices are not an afterthought or a retrofitted CSR policy, but the core driver of all business operations. By treating waste streams as vital resource repositories, PreZero actively helps fortify European resource sovereignty over the long term. This is where ecology drives economic value: PreZero is consistently moving toward data-driven, measurable, and highly scalable circular solutions. In doing so, the company stabilizes industrial supply chains, minimizes resource depletion, and converts ecological responsibility into a distinct competitive advantage.

About PreZero

PreZero is one of Europe’s leading partners for circular economy. The company develops solutions that keep resources in the loop, reduce emissions, and turn waste into measurable value for businesses, municipalities, and communities. 

Working with customers across sectors, PreZero helps strengthen resource sovereignty and supports decarbonization. Its comprehensive portfolio covers the full material cycle: from collection and sorting to recycling, energy recovery, and the supply of high-quality recycled materials. 

Headquartered in Neckarsulm, Germany, PreZero is a company of Schwarz Group and employs around 30,000 people at 470sites in ten countries across Europe.

About Love Tomorrow Summit

Love Tomorrow Summit is a one-day summit hosted at Tomorrowland that unites the brightest minds from across technology, business, science, culture and the arts.

Each year, the Summit creates space for ideas, perspectives and experiences that help shape a beautiful future. The 2026 edition, taking place on 23 July 2026 at Tomorrowland’s iconic grounds in Boom, Belgium, explores The Future of Intelligence — and what it asks of humans, leaders and societies.

As artificial intelligence accelerates, Love Tomorrow Summit broadens the conversation beyond tools and performance, examining intelligence as a layered and deeply human capacity: technological, natural, collective and inner.

Through 80+ speakers and artists, the programme brings together global thought leaders, entrepreneurs, creators and innovators for a full day of keynotes, curated conversations, networking moments, music, entertainment and a magical evening show. Founded within the Tomorrowland organisation, Love Tomorrow Summit combines inspiration with experience — offering clarity, depth and connection in a unique setting.

Press contact:

PreZero Stiftung & Co. KG
Stiftsbergstraße 1 |  74172 Neckarsulm
Pressestelle
press-int@prezero.com