Picture this: the end of a big game, and trash cans are overflowing with discarded drink cups. It’s a familiar sight at stadiums, where single-use cups contribute to significant waste. In fact, each year, U.S. stadiums hosting 300 events use over 5 million single-use cups, generating approximately 63.75 tons of waste. It’s too much. But here’s the game-changer: reusable cups are stepping in to tackle this issue. By replacing disposable cups with reusable ones, stadiums can drastically cut waste—and boost sustainability in the process.

In fact, the Chicago Bears and Keurig Dr Pepper recently announced the reusable cup program, and became the first NFL team to initiate the reusable cup program of this nature. The initiative will reportedly bring the reusable cups to the United Club at Soldier Field at no additional cost for the fans, starting with the Bears’ showdown against the New England Patriots on November 10.

The work of the reusable cups? Simple. After the Bears and Keurig Dr Pepper teamed up for this initiative, over 8K fans per game are expected to be served beverages in reusable cups, then will be collected, cleaned, sanitized, and returned for future use. Long story short: a sustainable method to tackle tons of solid waste. But the big question: how is it going to affect the business model for stadium sponsorships?

The business model shift

If you’re thinking that the business model shift for the reusable cups is just to swap the single-use cups—think again. It’s more than that. It’s more about a long-term branding. Unlike a traditional ad, which you know, just appears for a few seconds during a game, these reusable cups carry the sponsor’s brand throughout the season. Think week 1 of the regular season to the Super Bowl. Just like that.

Every time you, we, and the fans use a reusable cup, the sponsor’s logo gets exposed, ensuring ongoing visibility. Think of it like the sponsor getting the spotlight not just in one game, but throughout the season without having to re-buy ad space. How? Each time a person uses a cup, the brand gets exposure again. It’s subtle but effective.

Take the Bears and Keurig Dr Pepper, for instance. Starting from the November 10 showdown between the Bears and the Patriots, Keurig Dr Pepper is going to get an exposure in every Bears game. How? Simple: by putting their logo on the reusable cups. Over the remainder of the season after that showdown, that logo will be seen thousands of times, making it a much smarter investment for the companies who are looking for a long-term visibility.

It also reduces tons of solid waste. All in all, it’s a win-win situation.

The data & fan behavior angle

The data & fan behavior in regards to the reusable cup programme is arguably one of the interesting things a sponsor or a stadium can do. Because when it comes to fan behavior, the reusable cups aren’t just benefiting the environment. They’re going to provide some specific insights as well. What kind of insights, you ask? By switching to reusable cups, stadiums have a chance to collect valuable data on fan habits.

For instance, knowing which fans are using the cups, how often they’re used, and what types of drinks are most popular can give sponsors a better idea of their target audience. It’s like getting a backstage pass to how fans engage with brands at the stadium. Imagine this: you’re enjoying the Bears vs Patriots showdown, and every time you’re going to refill your reusable cup, it’s gonna be like collecting a little data nugget about your preferences.

It’s beneficial for the stadium’s business model. And of course, it’s beneficial for your experience in the stadium as well. See it this way: stadiums can use that info to personalize fan experiences. Want to know which fans are most loyal—or which drinks get the most love? Reusable cups give teams that edge. Reusable cups help with that! Plus, stadiums could use this data for loyalty programs or promotions, like offering discounts on refills or exclusive access to certain drinks for the most loyal fans.

If we move forward to a slightly more interesting part, then reusable cup systems could also shape future merchandise strategies. Let’s just say you keep choosing eco-friendly drinks; the stadium could start selling reusable water bottles or other green merchandise, tapping into that growing sustainability trend. In short, reusable cups aren’t just helping the environment. In fact, it’s helping improve stadium experiences more tailored to fans’ needs.

The trend of brands using sustainability as a new form of sponsorship activation, beyond just “green PR“

Let’s be real—slapping a “we care about the planet” label on a press release isn’t cutting it anymore. It isn’t helping the stadiums that collect tons of waste after every event. It isn’t helping the environment as well. Fans are smart. They want to see brands walk the sustainability talk. That’s where reusable cups come in. Instead of just saying they’re eco-friendly, brands like Keurig Dr Pepper are proving it—right there in the fans’ hands at every single game. And there is no doubt that NFL has a waste management problem.

It’s surely a new kind of sponsorship activation. But it’s totally worth it. Brands now gain repeated, hands-on visibility, instead of a flashy banner or 10-second jumbotron advertisement. Reusable cups offer quiet consistency—a fan touches the brand, again and again, without any added cost or noise. Literally. You’re promoting your brand and helping the planet. That’s a win-win if there ever was one.

Other brands are catching up, too. Think of how Adidas made shoes from ocean plastic—not just a product, but a whole sustainability story fans could be part of. Reusable cups are heading in the same direction in sports as well. It’s not just “green PR” anymore. It’s becoming a legit brand experience. The Chicago Bears started this with Keurig Dr Pepper, and it will surely extend with more teams expected to join them soon.