Top Cup partners with NFL on reusable cup collection program
Key takeaways
- Top Cup has launched its reusable cup in partnership with the NFL, featuring team-themed designs.
- The cups are made from 90% recycled aluminum and are recyclable within 60 days.
- The partnership aims to reduce single-use plastic waste at major sporting events.
Top Cup, a US-based company, has partnered with the National Football League (NFL) to launch its reusable, aluminum cup for “premium drinking experience to tailgates, watch parties, and stadium experiences nationwide.”
The range features NFL-inspired designs that aim to connect fans with their teams through collectible cups, while also reducing the single-use plastic waste.
The Top Cup is made from 90% recycled aluminum. After disposal, the cup can return to shelves within 60 days, with no loss of quality, according to the company.
David Cuthbert, CEO at Top Cup, says: “We have a long-standing commitment to enhancing fan experiences in sports, and we are thrilled to take the next step by bringing NFL-licensed products to market.”
“The launch aligns with our ongoing efforts to elevate the fan experience through a premium, high-quality offering.”
Top Cup will officially license designs across 15 NFL teams, as well as select NFL and Super Bowl marks. The campaign features the slogans “Every Team. One Cup” and “Built Right for Gamedays.” Participating teams include the Philadelphia Eagles, New England Patriots, and Kansas City Chiefs, among others.
Reusable systems for scale
As concern over single-use plastic grows, many large venues, such as stadiums and festivals, have switched to reusable cup systems to reduce waste and boost circularity.
Last year, PepsiCo partnered with the San Francisco 49ers, an NFL football team, to introduce reusable cups at Levi’s Stadium in Santa Clara, US.
Packaging Insights spoke with Lukas Vandenbogaerde, sales manager at reuse technology company Goodless, about scaling RFID chip-based reuse cup systems for large venues and events. Vandenbogaerde emphasized the importance of systems that minimize single-use plastic waste whilst meeting consumer needs.
Similarly, Borro, a Belgian digital reuse start-up, launched Borro 1, a reuse system designed for cups at large venues, such as stadiums and arenas.
