There were many moments that Sir Bob Murray could point to as illustrating how much football has changed, but one stands out for what he feels was a lack of basic decency. “My wife used to go to the boardroom at Chelsea, and they would thoroughly search her handbag,” he says. “She’s the woman married to the chairman of Sunderland.” The reason for that was out of the rigorous security concerns for Roman Abramovich, an ownership that Murray declares himself “personally diametrically against”. The 77-year-old even argues in his new book, I’d Do It All Again, that the entire issue of modern sportswashing “might have started with Abramovich picking up 20 trophies”. The deeper point is how some of football’s more dignified traditions, such as decency to rival clubs, were cast aside because of far loftier geopolitical concerns. Abramovich was a billionaire with a huge security detail, so that superseded the rest of the game. There is an obvious contrast with a great football figure that has been so celebrated this week, as Murray recounts in his book. The former accountant had taken his 10-year-old son James to see Sunderland’s match at Old Trafford, where Sir Bobby Charlton arranged for him to have his photo taken with the Champions League trophy. “When we played them at the Stadium of Light in the return fixture six months later, Sir Bobby had remembered the photo and handed James the picture. I was very touched by that; he’d showed great kindness and thought. Sir Bobby and his wife, Norma, always treated Sue and me like royalty at Old Trafford. In return, I always made sure I gave him some ham and pease pudding and stottie cake to take home whenever he came to our home games.” While so many of Murray’s stories raise a smile in the same way, it is very quickly apparent on talking to him about the book that this is no mere folksy look at what football used to be. It is about what the game is supposed to be, and what it represents. Drawing on his experience from 20 years as chairman of Sunderland, and having taken them up to the Premier League, Murray feels it is necessary to address the most complicated of themes. “Sportswashing” and the game’s many financial issues come up a lot, as he believes all of this is so damagingly moving the sport away from the community core it is supposed to be about. That ethos is visible in Sunderland’s Stadium of Light itself – with the financially sustainable way it was built seeing Murray brought into the St George’s Park and Wembley projects by the FA – as well as his aims for the book. He has insisted that 100 per cent of the cover prices goes to the Foundation of Light, the club-associated charity he set up “to use the power of football to invest in the communities we serve and to improve the education, health, wellbeing and happiness of people, no matter who they are”. It can be purchased at www.sirbobmurraybook.com. A core of the book of course covers Sunderland’s fortunes, from Roy Keane and the Niall Quinn-led takeover by Drumaville to Peter Reid’s transfers and tribulations, as well as the simple joy of having Kevin Phillips repeatedly lash the ball in after a Quinn knock-down. “It's the pace that things change,” Murray laments. “I think people don't realise it. This league is only 30 years old, it's in its infancy and yet... in 2000 I had the Golden Boot of Europe in Kevin Phillips. That was a wonderful thing to have, a lad that wanted to stay at Sunderland, that was 23 years ago.” It feels impossible now, because of how football’s economic infrastructure has been allowed to change. “It's just accelerating, we're just at the beginning of this journey... it's not going to get any better. We don't have any political leadership on it.” There is naturally a lot of discussion about Sunderland’s greatest rivals. While Murray is highly critical of the Public Investment Fund ownership of Newcastle United, and what it all represents, he believes the path to that point is instructive. He points to a period where both clubs reached agreements with broadcasters. “Where we’d created new shares, Newcastle United did a media deal of their own by selling existing shares to rivals NTL. The Newcastle directors received a lot more money – around £15m for themselves. The difference was it went straight into their pockets, while we took a share dilution so that ours could go straight into building and funding the Academy of Light. (We created new shares, so that the company – the club – got the money; Newcastle sold existing shares so that the directors got the money; then four years later the club bought some more Hall family shares, bringing the Hall income from Newcastle United to £20m. Add in salary packages and dividends paid to all shareholders and you’re looking at £36m to the Halls and £8m to Freddy Shepherd. And this was all before the sale to [Mike] Ashley.) “The receipts from the public flotation of Sunderland AFC all went to pay for the Stadium of Light and the Academy of Light. The receipts from the public flotation of Newcastle United helped pay back the Hall family loans. Sky had paid vast premiums to what the shares were really worth – but all the money went on the Academy of Light, and we had no debt. What do I think? I think we put the club first. Hall and Shepherd’s legacy to Newcastle was to get the highest price. That’s why they had 10 years of Mike Ashley. Now they’re owned by a Saudi. That’s your legacy…” While some would no doubt accuse Murray of jealousy or all the usual claims, that would be to completely misunderstand his perspective. This isn’t just about competing at any cost. It’s about creating something sustainable for the community. “It’s the Newcastle supporters I feel really sad for, they’ve got great tradition and pedigree, great supporters, very passionate, love their club, I'm concerned about them really. That’s what I’m concerned about. I don’t like them on a Saturday 3 o’clock, but after that I've got no problem with them.” He is highly critical of the Premier League’s leadership. “Who knows where it’s going to end? Probably with more clubs losing their soul.” Murray elaborates on this more in a chat about the book. “We've got a fantastic club, lots of youngsters, ladies, great mix, generations, really proper football club and we're very fortunate to have the owner we've got, but I didn't do the book because I'd been in the game so long again, and I did St George's Park and Wembley, I thought I should voice my concerns, that's to the advantage you spend a bit of time and effort on sportswashing, because it's quite new in the north east. That's where I am, I put my head above the parapet really, I didn't write the book to do sportswashing to be truthful. It's the issue isn't it.” Murray hones in on what this is in the book. “Sportswashing presents huge concern for the future. It’s money through the back door that hopefully will be investigated properly. And it goes back to that old chestnut of the supporter not being able to influence the thing he or she loves. In fact, it’s even worse: supporters are now turning their heads and not looking where the cash comes from as long as they are winning trophies or qualifying for Europe – that’s the ultimate triumph of sportswashing.” Speaking now, he brings much of this down to a core driving motivation. “There’s a lot of self interest because we have to win games. But football should be for the good of society. That's what we're all about really isn't it. “It reflects on them, because it's the power of the brand. We can get people to live better lives due to the crest. “That’s what the game's about.” Sir Bob Murray’s book can be bought at www.sirbobmurraybook.com, with 100% of the cover price going to the Foundation of Light Read More Eddie Howe’s tactical move exposes Newcastle weakness in Dortmund ‘lesson’ Newcastle given reality check as summer decision returns to haunt them One of those nights – Eddie Howe bemoans fine margins after Newcastle defeat Eddie Howe’s tactical move exposes Newcastle weakness in Dortmund ‘lesson’ Newcastle given reality check as summer decision returns to haunt them One of those nights – Eddie Howe bemoans fine margins after Newcastle defeat

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Bethany Patton steps up to the counter and places her pink mug into a shoebox-sized dishwasher. It spins. It whirs. Water splashes inside. After 90 seconds, the door opens and steam emerges. A barista grabs the mug, dries it and prepares Patton’s order — a 16-ounce Starbucks double espresso on ice. For bringing her own cup, Patton gets $1 off her drink. “Saving the environment is important and all, but I probably come here more in knowing that I’m going to get a dollar off,” says Patton, 27, a cancer researcher at Arizona State University. Two friends who came on the afternoon coffee run nod as they hold the cups that they, too, brought along. Just as noteworthy as what they're carrying is what they are not: the disposable Starbucks cup, an icon in a world where the word is overused. For a generation and more, it has been a cornerstone of consumer society, first in the United States and then globally — the throwaway cup with the emerald logo depicting a longhaired siren with locks like ocean waves. Ubiquitous to the point of being an accessory, it has carried a message: I am drinking the world's most recognizable coffee brand. Now, in an era where concern for sustainability can be good business, the Starbucks disposable cup may be on its way to extinction thanks to an unlikely force: Starbucks itself. CONVENIENCE COLLIDES WITH VIRTUE By 2030, Starbucks wants to move away completely from disposable cups, which represent big portions of the company’s overall waste and greenhouse gas emissions. The stated reason is that it's the right thing to do for the environment, and Starbucks has a history of lofty sustainability goals around various aspects of their global operations. Some have been met, such as new stores being certified for energy efficiency; others have been revised or scrapped entirely. For example, in 2008 the company said that by 2015 it wanted 100% of its cups to be recyclable or reusable. Today, that's still a long way away. Today's drive to overhaul the cup comes with an obvious business imperative. Producing disposable products like cups creates greenhouse gas emissions, which warm the planet and lead to extreme weather events and other manifestations of climate change. That goes against customers' increasing expectations for companies to be part of the solution to climate change. Still, while customers want companies to be environmentally conscious, that doesn’t mean they’re willing to give up convenience. And there's this: Could eliminating the millions of paper and plastic cups used each year hurt Starbucks? After all, those cups, in the hands of customers, are advertising — a market penetration that makes Starbucks feel ubiquitous. At the store where Patton gets her coffee, Starbucks already doesn't serve any in disposable paper or plastic cups. Customers who don’t bring their own are given a reusable plastic one that can be dropped off in bins around campus. It’s one of two dozen pilots over the last two years, aimed at changing how the world’s largest coffee maker serves its java. The goal: to cut the company's waste, water use and carbon emissions in half by 2030. Pulling that off will be tricky and fraught with risks. It provides a window into how companies go from ambitious sustainability targets to actual results. “Our vision for the cup of the future — and our Holy Grail, if you will — is that the cup still has the iconic symbol on it,” says Michael Kobori, head of sustainability at Starbucks. “It’s just as a reusable cup.” Starbucks sees the change as an opportunity to cast the siren, and the company, in a different light. It also wants to push more suppliers in its production chain to provide recycled material and partners, such as universities and other locales that house stores, to be able to handle all that comes with reusable cups. Erin Simon, vice president for plastic waste and business at World Wildlife Fund, says commitment from major companies can help. But ultimately, she says, major change can happen only with corporate collaboration — and government regulation. “Not one institution, not one organization, not even one sector can change it on its own," Simon says. At Starbucks, the changes will create ripple effects. Jon Solorzano, a Los Angeles lawyer who advises companies on developing climate-friendly operations and disclosures, (an area referred to as “environmental, social and governance”), says the company likely has hundreds of suppliers that help manufacture cups. “It’s kind of like turning an aircraft carrier around,” Solorzano says. “Little tiny tweaks, which seem insignificant, can actually have big operational challenges for an organization." Starbucks is not the first company to push toward a reusable cup. From large companies in Europe, such as RECUP in Germany, which uses reusable cups and other food packaging, to local coffee houses in cities like San Francisco, the goal for years has been to shed disposable paper and plastic. But as the largest coffee company in the world, with more than 37,000 stores in 86 countries and revenues of $32 billion last year, Starbucks could force change across the industry. At the same time, failure to adapt and lead could hurt the coffee giant in customers' eyes. “I’ll always choose the more sustainable company,” says Irene Linayao-Putman, a public health worker from San Diego who recently bought Starbucks while visiting Seattle. The road to overhauling the container transcends just making a different choice or spending money. Improving sustainability requires navigating a web of technological developments, seeking out like-minded suppliers and testing how far customers can be pushed to change. For Starbucks, it means doing two major things in parallel that seemingly conflict: Move toward only reusable cups while developing disposable cups that use less material and are more recyclable. And managing the optics along the way. “They are just trying to get more buyers,” 10-year-old Aria June said with a laugh after buying Starbucks in Seattle. Then, prodded by her father, she added that sustainability and getting more business could co-exist. THE MECHANICS OF REUSE At the Arizona State store, if customers don’t bring their own cup, they are given a reusable plastic one with a Starbucks logo. If they bring it back, they get $1 off, just like customers who bring their own. And if they don't want to hold onto it? There are bins around campus, and the cups are washed by the university — part of a partnership with Starbucks — and returned to the store. Cups too damaged to be reused, along with disposable Starbucks cold drink cups and other plastic found in the trash, are sent to the university’s Circular Living Lab. They're shredded, melted and extruded into long, lumber-like pieces. Those pieces are cut, sanded and built into boxes, which become the return bins for the reusable cups. “This obviously has some energy and production costs, but using recycled content is always going to be less energy intensive (and) emit less CO2 than using virgin plastics,” says Tyler Eglen, the lab's project manager. For several years, Starbucks has been increasing the amount of recycled material in disposable paper cups. In some markets last year, Starbucks began using single-use paper cups made with 30% recycled material, an increase from 10%. The plan is to have all cups at 30% recycled material in in all U.S. stores starting in early 2025. That pushes the limits of what can be done with recycled paper material that holds hot liquids. Paper pulp from recycled cups has shorter fibers than virgin pulp, which means less rigidity, important particularly with hot coffee. How much recycled material can be used in manufacturing new cups depends on how equipped any particular area is to gather material and recycle it. Big cities have major recycling infrastructure, but many communities around the world have little to no recycling capacity. Another barrier: the lining inside the cup, crucial to keeping a hot liquid from quickly breaking down the paper. Made of polyethylene, a heat-resistant plastic, the liner is about 5% of the total cup but a significant piece of its overall carbon footprint. There is also the plastic lid. “Today, the reality is that for protection, as we put a hot beverage inside, we need a good seal on those cups," says Jane Tsilas, Starbucks’ senior manager for packaging. A similar testing and refining process is happening with disposable cold-drink cups. At the Tryer Center innovation lab in Starbucks' Seattle headquarters, drinks with ice in plastic cups are placed in holders attached to a platform. It then shakes as technicians look for leaks and flaws. For the last several years, Starbucks has been testing different kinds of plastics. In 2019, the company went to a strawless lid, eliminating a good amount of plastic. By the end of 2023, the goal is to reduce by 15% the amount of material in each cup. To do that, technicians examine different parts of the cup to see where less material may be used without weakening it. For example, could reducing the thickness where many people hold the cup, about halfway between the middle and lid, mean the cup collapses and the drink spills on the customer? "If it passes tests with baristas, then we would put it in the stores,” says Kyle Walker, a packaging engineer on Starbucks' research and development team. NOT AS EASY AS IT MIGHT SEEM Eventually, the endpoint is this outcome, which is more sustainable and good PR, too: No more disposables at Starbucks. That's because no matter the tests or technological innovations, there are limits to how much waste can be reduced with disposable paper and plastic cups. Long-term reductions in waste will come from reusable cups. The company has a long way to go. Since the reintroduction of reusable cups in some stores in July 2021 — reusable cups were not used during much of the COVID-19 pandemic — only 1.2% of worldwide sales in fiscal year 2022 came from reusables. Starbucks refused to provide data on how many disposable cups it uses in any given year. For all the talk of sustainability and increasing consciousness about climate change, it’s fair to assume that a significant number of Starbucks’ disposables end up in landfills. Even in Seattle, a progressive city with good recycling infrastructure, there are many cups in garbage cans outside Starbucks stores. Valencia Villanueva, a barista at the Arizona State store, has noted a growing consciousness among customers about the cup-washing machine and the “borrowed” cup program. That gives her confidence that the future is reusable cups. After all, it's not as if anyone is clamoring to be wasteful — even if what they're giving up is an item that became something of a global status symbol. “Nobody," she says, “has complained and said they wanted a single-use cup.” ___ Peter Prengaman is news director of The Associated Press' climate and environment team and can be followed here. Video journalist Manuel Valdes in Seattle contributed to this report. ___ AP climate and environmental coverage receives support from several private foundations. See more about AP’s climate initiative here. The AP is solely responsible for all content. Read More Ukraine war’s heaviest fight rages in east - follow live Charity boss speaks out over ‘traumatic’ encounter with royal aide Citing sustainability, Starbucks wants to overhaul its iconic cup. Will customers go along? From piñata to postage stamp, US celebrates centuries-old Hispanic tradition Starbucks cheers ‘good progress’ in plan for 100 new UK shops

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