The Boring Stadium Cup Might Be on Its Way Out

The boring stadium cup might be on its way out.

Because NFL teams are starting to turn concession containers into collectibles.

Look at what the Buffalo Bills just rolled out at the new Highmark Stadium.

They have a reusable drinking vessel shaped like a bison horn, designed specifically for Bills Mafia.

They even have a cocktail served in a souvenir cup shaped like a bowling ball.

And Buffalo isn't alone.

In Denver, the Broncos have cooler cups and a souvenir helmet soda cup featuring players' jersey numbers.

And you're seeing versions of this idea pop up around the league.

I think there's a really smart sports-business lesson here.

For years, the cup was just an expense. Something you needed to deliver the food or drink.

Now the container is becoming part of the product.

Make it unique to your team, make it something fans want to photograph, post and take home, and suddenly a basic concession vessel becomes part of the experience.

Concessions are content.