Telekom launches nationwide campaign promoting sustainability and offering one kilogram of recycled gold as grand prize

Telekom launches nationwide campaign promoting sustainability and offering one kilogram of recycled gold as grand prize

(IN BRIEF) Deutsche Telekom has launched a nationwide recycling campaign that allows customers to trade in old mobile phones for a chance to win prizes — including a 1-kilogram gold bar made from recycled gold. Running from October 7 to November 15, the initiative also includes travel packages and VIP football experiences while supporting the charity “Ein Herz für Kinder” through donations for every phone handed in. Participants can register using the My Magenta app and submit up to ten devices at Telekom shops. The campaign underscores Telekom’s commitment to circular economy principles and electronic waste reduction, aiming for all network and IT equipment to be recyclable or reusable by 2030.

(PRESS RELEASE) BONN, 21-Oct-2025 — /EuropaWire/ — Deutsche Telekom is giving unused cell phones a new purpose with a nationwide recycling campaign offering participants the chance to win valuable prizes — including a one-kilogram gold bar made from recycled gold. Between October 7 and November 15, anyone who hands in their old cell phones at a Telekom shop can enter the prize draw, which also includes exclusive trips to FC Bayern Munich’s away game against PSV Eindhoven, VIP tickets for other soccer matches, and DFB fan shop vouchers. Every smartphone handed in also contributes to a good cause: Telekom will make a donation to the charity “Ein Herz für Kinder” for each device collected.

With approximately 195 million old phones lying dormant in drawers across Germany, Deutsche Telekom is encouraging customers to help bring these devices back into circulation. To participate, customers can download a participation code from the My Magenta app and bring it along when returning their devices at any Telekom shop. Each phone handed in counts as one entry in the raffle, with up to ten entries allowed per person — meaning that more devices increase the chances of striking gold.

This initiative is part of Telekom’s broader circular economy strategy, which focuses on extending the life of network technology and devices while minimizing electronic waste. By 2030, the company aims for all IT and network components, as well as the majority of end-user devices, to be fully reusable or recyclable. Old cell phones, rich in valuable materials such as gold and copper, represent an important secondary source of raw materials — a modern “urban mine” that reduces the need for new extraction.

By 2024, Deutsche Telekom had already collected over 11 million mobile phones worldwide. In addition, the company retrieved 4.6 million other devices such as routers, repeaters, and TV receivers, with 1.35 million units in Germany reconditioned for reuse. This new campaign not only promotes sustainability but also makes recycling rewarding — turning environmental action into an opportunity for every customer to win big.

All Deutsche Telekom customers are eligible to participate, while employees of Deutsche Telekom and its subsidiaries are excluded.

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Media Contact:

Corinna Müller
Telekom Blogger
media@telekom.de
+49 228 181 49494

SOURCE: Deutsche Telekom