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compromise on performance. He adds,“ It took every bit of those five years, trialing and testing materials and working with partners, but our breakthrough really came when we started working with PureCycle. As of June 2025, we’ ve been able to offer 100 percent post-consumer recycled content in all our flagship products.”
The initiative later joined the CFP National Championship’ s Playoff Green program, where the real challenge was directly engaging fans. Churchill kept the messaging invisible until the fan was already using the cup.“ We wanted to create circularity you can see, but without diluting the collectible design. So, we placed the messaging on the inside of the cup. As the fan consumed their beverage, they got a pleasant surprise, letting them know that their purchase made a difference,” he explains.
Diverse customer base
While sustainability shapes product development, another dynamic is reshaping demand. Souvenir programs aren’ t measured only by concession sales anymore; brands want to know how their products enter consumers’ digital worlds.“ Social media is changing the way brands think about souvenir programs. It’ s not just about the upsell anymore; it’ s also about capturing social media attention. The brand activity
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