August 29, 2025
There’s nothing quite like the thrill of game day. The roar of the crowd, the sea of jerseys (Go Panthers!), the smell of stadium snacks, and of course, the excitement of ripping open a limited-edition fan box just before kickoff.
Growing up, this was my absolute favorite thing to do with my dad—grabbing an overpriced (but well worth it) snack served in an intricate takeaway box that felt like part of the fan gear itself. That moment, sitting in the stands beside my dad, hands full of nachos grabbed from a cleverly folded cardboard tray, wasn’t just about food. It was about tradition, connection, and the unforgettable atmosphere of the game.
Now, teams and brands are leaning into that same experience, using corrugated packaging to deepen fan engagement, spark nostalgia, and bring sustainability to the forefront of game day. Let’s take a closer look.
In 2024, the Philadelphia Eagles elevated their season ticket holder experience by introducing a thoughtfully designed packaging initiative. They partnered with local packaging suppliers to create custom corrugated collector boxes for season ticket holders. These boxes featured printed game schedules, team imagery, even pop-up inserts—providing fans with a tactile keepsake experience before the first whistle blew.
The Manchester City Football Club embraced innovative packaging to enhance fan engagement and promote sustainability. In collaboration with sportswear manufacturer PUMA, they introduced merchandise kits in custom corrugated mailers featuring augmented reality (AR) markers. When scanned, these markers allow fans to unlock behind-the-scenes content and stadium experiences, blending smart technology with eco-friendly design. The AR integration was part of Manchester City’s strategy to connect with fans in the digital realm. By scanning the AR markers, fans can access exclusive content, including virtual stadium tours and player interviews, enriching their connection to the club. The use of corrugated mailers aligns with sustainable practices because they are recyclable and biodegradable. This initiative reflects Manchester City’s commitment to environmental responsibility through their use of innovative packaging solutions while amplifying the fan experience.
The Seattle Seahawks have significantly advanced sustainability efforts at Lumen Field by adopting 100% paper-based, biodegradable products across their operations. The stadium utilizes compostable food service packaging and vessels, including ocean-degradable straws introduced in 2017, to minimize environmental impact. These initiatives are part of a broader commitment to sustainability, demonstrated by Lumen Field’s achievement of Total Resource Use and Efficiency precertification in 2024, making it the second NFL stadium to attain such status. The facility diverts over 90% of its waste from landfills through comprehensive recycling and composting programs, supported by partnerships with local vendors and organizations such as DTG Recycle. Additionally, Lumen Field has implemented advanced waste sorting technologies to enhance efficiency and reduce contamination in composting efforts. These measures underscore the Seahawks’ dedication to environmental stewardship and sustainable practices.
Along the same lines, the Green Bay Packers have been actively working to enhance sustainability at Lambeau Field by introducing eco-friendly initiatives aimed at reducing plastic waste. These efforts include the implementation of corrugated signage and recyclable concessions packaging throughout the stadium. The use of corrugated materials for signage not only supports the Packers’ commitment to environmental responsibility but also strengthens the fan experience by providing clear and accessible information.
Corrugated packaging hits the sweet spot among sustainability, strength, and visual impact. With high-quality print capabilities, teams can design vibrant graphics that capture the energy of the sport. It’s lightweight, easy to assemble, and even more importantly, recyclable—providing alignment with environmental goals.
Whether it’s a fan box, food tray, or merchandise mailer, corrugated is proving it’s more than just packaging—it’s part of the game plan.
Julie Rice Suggs, Ph.D., is academic director at the Packaging School. She can be reached at 330-774-8542 or julie@packagingschool.com.
Alli Keigley, who contributed to this article, is production coordinator at the Packaging School. She can be reached at alli@packagingschool.com.
