Branded Seats is proud to announce the successful development of a custom cupholder for the international division of Ferco Seating. This branded cupholder is currently being installed in Aramco Stadium in Saudi Arabia, a venue planned to host matches during the 2034 FIFA World Cup™.

The project centered around designing a custom All in One (AIO) cup holder that would integrate seamlessly with Ferco's existing seating system while incorporating Branded Seats' patented SnapGraphic® technology. The result is a clean, durable design that requires no additional mounting brackets and accommodates the larger souvenir beverage cups becoming increasingly popular in today's sports venues.

One of the product's most distinctive features is its sculpted exterior, inspired by the flowing sands of the Saudi Arabian desert. The subtle contours were designed to complement the architecture of the venue while maintaining the performance and durability required for a world-class stadium.

The project presented unique engineering challenges. Because the stadium has not yet opened, the Branded Seats team designed the entire product using CAD models of the seating system and then tested on physical seats. Every detail had to be carefully engineered to ensure the product would fit precisely, manufacture efficiently, and install seamlessly once production began.

Industrial Designer Shad Bruce led the product development for Branded Seats, balancing engineering, manufacturing efficiency, and design while meeting an aggressive project schedule.

"This project challenged us in ways we don't often experience. Every design decision had to be made using CAD models while ensuring the product could be manufactured efficiently and integrate perfectly with Ferco's seating system. Collaboration was critical throughout the process, and we were excited to team up with Ferco and we're proud of the final result."
Shad Bruce
President, Industrial Designer, Branded Seats

Product Features

All in One (AIO) design requiring no additional mounting bracket
Engineered to utilize Ferco Seating's existing mounting locations
Incorporates Branded Seats' patented SnapGraphic® advertising insert system
Accommodates today's larger souvenir beverage cups
Designed for efficient manufacturing and installation

The project has been a tremendous success, and installation is currently underway. Branded Seats is proud to have collaborated with Ferco Seating on this innovative international project and looks forward to seeing the completed venue welcome fans from around the world.