Promo’s Got a Brand New Bag: Using Direct-to-Object Printing to Decorate Stadium Bags

When the NFL first instituted its Clear Bag Policy in June 2013, it opened up a whole new area of opportunity for fashion and sportswear brands, merchandise retailers, and, of course, the promotional products industry.

Twelve years on, what started as a functional grudge purchase for many is now regularly written up in fashion magazines. It has also spawned clear bag brands, created a new revenue stream for sports franchises, including the NFL, and entered into the realm of fashion with Coach, Kate Spade, Lululemon and even Prada and Saint Laurent getting in on the action as growing numbers of celebrities are photographed with their stadium-approved clear totes, backpacks, beltbags, mini clutches, and crossbody bags.

Globally, the market for stadium bags is currently estimated to be worth about $500 million, with forecasts projecting a CAGR of between 7% and 9% through to 2033. Naturally, growth is expected to be particularly strong in North America as adoption of clear bag policies by sports and concert venues and event organizers continues to increase.

Alongside the demand as clear bag policies become the norm, another likely driver of growth in this market segment will be the "blank canvas" customizability they offer, both for personalization and as mini mobile billboards for brands eager to reach particular demographics.

Of course, brand marketers and retailers have been capitalizing on the growing consumer preference for reusable bags for some time, using them both as promotional tools and to highlight their brands’ commitments to sustainability. For some consumers, branded reusable tote bags have even become part of the image they want to project of themselves.

Yet decorating reusable bags is not as simple as just picking a bag and printing on it. While many types of bags may lend themselves well to decoration, there are many factors that you need to consider when matching up material and method. And when you add smaller volumes and personalization into that mix, that can add additional complexity.

It was with all of this in mind that Inkcups set out to develop the first UV flatbed printing machine designed specifically for bag decoration. The idea was to give Inkcups customers the best possible solution to capitalize on reusable bag opportunities — from stadium bags and reusable shopping totes to personalized gifts. This led to the 2023 launch of the XJET Switch, an industrial direct-to-object UV inkjet printer capable of printing full CMYKWW (highly opaque white) images with a print area of 13.8x25.6" directly onto bags with a part height of up to 8".

Let’s take a look at how you can transform an otherwise ordinary tote bag into a medium for a brand message.

Choose the Right Bag

Each type of reusable bag comes with its own set of challenges when it comes to decoration.

Clear Bags: Although TPU (thermoplastic polyurethane) is growing in popularity, most clear stadium bags are currently still made of clear PVC, which makes them sensitive to heat. This typically rules out methods such as heat transfer, screen printing, and sublimation. In addition, because they are usually relatively thin, they are very flexible, and so any decoration will need to endure stretching and movement. It’s also important to note that, in the case of stadium bags, there are firm stipulations prescribed by venues and sporting franchises as to the permissible size and format.

Credit: Inkcups

Reusable Bags: Non-woven, cotton, canvas, and jute (burlap) bags are all increasingly popular among brands eager to demonstrate their commitment to sustainability, but all present challenges due to their absorbent properties, which can make it difficult for some digital printing technologies to achieve the same level of white opacity and color brightness as screen printing, for example.

Credit: Inkcups

Polyester Bags: Polyester bags, such as the drawstring bags widely favored for school, fitness, conferences, and promotional giveaways, are smooth and non-absorbent, which can lead to issues with ink adhesion. Polyester is also sensitive to heat, which can result in dye migration or heat damage when using methods involving heat.

Credit: Inkcups

Choose the Right Method

Vibrant color, precise design reproduction, and durability are all essential when you’re working to achieve the sort of visual impact brand owners are looking for in promotional bags, and even more so when bags are being created for retail, so making sure you choose the right technique is vital.

However, there’s more to that choice than just ink and application. Given that the suitability of bags for seasonal campaigns, mass customization, and personalization is one of the biggest drivers of their growing popularity, the method you choose will often need to be cost-effective for short runs and capable of producing photo-quality images.

Designed specifically for direct-to-object digital bag decoration, the XJET Switch can handle a wide variety of tote and drawstring bags, whether made from paper, non-woven fabric, nylon, cotton, polyester, canvas, or even the clear plastic used in stadium bags. Demanding little in the way of setup or cleanup, the unit production cost means that it is as cost-effective to produce one bag as 500, and because it relies on UV curing to set the ink, there are no concerns about heat damage.

When decorating bags with the Inkcups XJET Switch, no pretreatment is needed. A blocker base can be printed as part of the printing process (white-white-color) to fill in the "holes" in the bag's texture to provide a flatter white surface for the second white and color layers. | Credit: Inkcups

Choose Your Inks

Reusable bags are intended for frequent use — moving and flexing as they are used. They also need to stand up to high use, being folded, handled, and stowed away. And both brand owners and consumers want a bag to look just as good after its 50th use as it did before its first. As a result, it is essential that the inks and printing methods used work together to provide the strongest adhesion possible, while also allowing for enough flexibility that graphics will stay intact and continue to look fresh after many sports games, concerts, or beach trips.

Whether you're printing polyester or clear PVC or strictly non-woven bags, decorators want to use inks designed for different materials. Usign the right ink eliminates the risk of the printed image cracking or distorting as the bag is used, ensuring the longevity of its impact.

Depending on the use case for your bag, you may also need to consider regulatory compliance, in which case, you'll want to find inks that are REACH-compliant and TPO-free, like the TB Series UV Ink Series and NS-R UV Ink Series.

Prepare Your Artwork

To get your files ready to print, you will need artwork supplied in a vectorized PDF, EPS, or TIFF file format. Software tools such as Adobe Illustrator and Adobe Photoshop are great for artwork preparation. When speccing out your design, remember the importance of avoiding low-quality JPEGs. If you are going to print photos onto your bag, the image files must be high-resolution and over 300dpi. Finally, ensure that your artwork will still deliver the intended effect when scaled to fit within the print area.

If printing onto a clear stadium bag, you should also ensure the size and positioning of the artwork will comply with requirements. It’s always best to check the specific stipulations for your customer’s application. As an example, the NFL’s clear bag policy stipulates that a logo can only appear on one side of the bag and cannot exceed 3.4" W x 4.5" H.

Set up the Machine and Print

To get to printing, you'll first slip the bag to be printed onto the tooling and secure it in place, then select your artwork, change the part settings using the interface, and print. The tooling is usually custom-ordered, and the specific setup will depend on the bag being decorated. Depending on the platen configuration you choose for your job, you can print bags two or three at a time while simultaneously loading the next ones to be printed, enabling speeds of up to 540 bags per hour. The resulting time savings can free you up to get a little more creative with the machine’s capabilities.

As soon as printing is finished, the job is done, and your machine is ready for the next one.