New Firm Creates Cup Holder Retrofit That Allows For Sponsor Branding

A Phoenix designer has developed a new cup holder retrofit for sports facilities. Shad Bruce, Principal & Creative Dir at DD&F, launched a separate company called Branded Seats. The new firm makes a product that fits over existing cup holders and has four advertising positions to display sponsors’ brands. The flexibility of those retrofits allows teams to insert multiple logos and messages over the course of the season. The cup holder snaps in place in a tamper-resistant manner and eliminates the need to apply stickers that can be difficult and time-consuming to remove, Bruce said. Depending on the size of the building, the installation cost per cup holder is about $5 per unit, about 30% less expensive than an average $7 cup holder, he said. Branded Seats has no deals signed to this point. The company will introduce the new cup holder next week at the International Association of Venue Managers trade show in Phoenix. At DD&F, Bruce designed Futures Field, a children’s play area at Chase Field.