01

Long before billion-person broadcasts and second screens, tens of thousands gathered in ancient Greece to watch athletes compete at Olympia,

one of the earliest large-scale, organized spectator sporting events. Today, that same instinct to gather, cheer and belong lives on — but technology has steadily transformed the experience, from televised broadcasts to color, to streaming, to second-screen engagement, and ultimately to fully connected ecosystems.

Modern sports fandom no longer begins at kickoff or ends with the final whistle. It’s now an always-on experience. It lives everywhere — from stadiums and tailgates to bars and backyards — stretching far beyond the boundaries of the field.

And behind that transformation lies an often-overlooked force: packaging.

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02

The Global Sports Phenomenon

“Sports have a way of uniting all of us. It dissolves tension amongst folks who come together with a common, shared belief and shared passion for the sport itself.”

— Dan Corso, President, Atlanta Sports Council

There is a term sociologists use to describe the energy of a live event: collective effervescence. It’s the electric feeling of thousands of people experiencing the same emotion at the same time.

Few moments illustrate this idea of collective effervescence more powerfully than today’s international football tournaments.

“You’re looking at billions of people following a single sporting event over weeks, completely invested in how their team performs,” said Dan Corso, president of Atlanta Sports Council. “There aren’t many experiences that generate that level of sustained passion at that scale.”

Sports reach people wherever they are, but they still rely on physical touchpoints. Packaging makes that invisible connection tangible.

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03

From Disposable to Collectible

A branded cup. A food tray in team colors. A multipack featuring national flags. These objects become a kind of social uniform, subtle but powerful signals of belonging.

In a world where so much of life is digital, this physical expression of identity carries real weight.

As sports brands increasingly behave like lifestyle brands, packaging has taken on new meaning. Limited-edition packaging tied to tournaments, rivalries and championships has become increasingly commemorative — marking moments fans choose to keep.

“When you’re shopping for your favorite brand, that connection to the local team or to the sport you love is a way in which packaging brings you closer. Sometimes it takes the form of a commemorative package — something that you keep for longer, just to remember that connection to that event or the team.”

— Roxanne McSpadden, New Business Development Director, Graphic Packaging

This isn’t a new phenomenon. As early as the 1970s, sticker albums and licensed collectibles turned major soccer tournaments into immersive experiences. By the 1980s, sponsors began transforming packaging into large-scale storytelling platforms.

Today, that evolution continues through premium finishes, structural design and advanced printing techniques that elevate packaging into something worth keeping.

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04

Where the Experience Begins

Inside modern venues, the fan experience has become as curated as the game itself. Stadiums are now entertainment districts, offering premium food, mobile ordering and social-first environments designed for sharing. Food and beverages are central to the experience.

Packaging enables speed, portability and shareability at scale: A paperboard tray that can be carried through crowded concourses. A sturdy cup that survives a full match without spilling. A container that is visually distinctive enough to be photographed and shared.

“Being able to just enjoy the experience with minimal disruption is a key part of packaging at the stadium.”

— Roxanne McSpadden, New Business Development Director, Graphic Packaging

At scale, this also means managing significant waste, prompting a shift toward more circular materials designed for recycling or composting.

ROOKIE OF THE YEAR

The new True‑View™ paper cup is designed so servers and fans can actually see the perfect pour. Its translucent paper window allows for accurate one‑pint or 500ml measurements, while a natural coating helps control foaming — bringing the performance of clear plastic cups into a paper-based, recyclable format with strong branding potential and high renewable content.

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05

The Home Becomes a Second Stadium

If the stadium is the epicenter of fandom, the home is where it ripples outward. Packaging becomes part of the infrastructure that makes game-day rituals possible.

Limited-edition multipacks and bold tournament graphics transform everyday products into signals: this is game day. Innovations like gravity-fed fridge packs keep branding visible throughout the tournament.

Meanwhile, connected packaging — through QR codes and digital integrations — links physical products to second-screen experiences, from exclusive content to promotions, bridging the gap between tangible and digital fandom.

Even fresh food plays a role. Packaging formats like paperboard trays and sealed solutions for dips and prepared items make it easier to bring elevated, shareable experiences into watch parties, reinforcing the communal nature of the game.

PACKAGING MVP

PaperSeal™ trays are ideal for foods typically shared at home or on the go — like dips, snacks and prepared items — using a paperboard structure that significantly reduces plastic while maintaining the strength needed for serving and transport.

The result is a seamless continuum: from stadium to store shelf to living room, the experience remains consistent, immersive and shared.

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06

Holding Onto the Game

In an increasingly digital world, live sports remain a treasured shared experience. Packaging helps carry that energy beyond the venue, scaling the moment from stadium to sofa.

Because being a fan today isn’t just about watching. It’s about participating. And sometimes, that connection begins with what you hold.