Bavaria Turns Football Fandom Into Collectible Fan Experiences with CANPACK Multiprint

KRAKÓW, POLAND (July 9, 2026) – Inspired by PSV Eindhoven securing their 27th Dutch Eredivisie title, Bavaria (part of Royal Swinkels), launched a series of commemorative can designs to celebrate the outstanding achievement.

The limited-edition Bavaria x PSV cans feature CANPACK’s Multiprint technology, enabling 24 unique design variants in a single production batch. The series demonstrates how packaging can evolve into a powerful fan engagement platform. Design, technology and fan culture come together to create collectible, emotionally resonant experiences that connect with consumers at scale.

TAPPING INTO PRIDE AND FAN ENGAGEMENT
Bavaria and PSV Eindhoven share a long-standing partnership, rooted in football culture, regional pride and fan engagement, spanning over 25 years. Following the club’s third consecutive league title in the 2025/26 season, Bavaria collaborated closely with the PSV team to create a celebratory series of 24 unique can designs.

Building on the success of a previous limited-edition series marking PSV’s centenary in 2013, the initiative taps into a deep emotional connection with fans, reinforcing the role of packaging as a medium for shared identity and celebration.

DELIVERING CUSTOMIZATION AT SCALE

The limited-edition cans honor each member of the 23-man squad, as well as the symbolic ‘12th Man’, the club’s loyal fanbase.

At the core of the project is CANPACK’s Multiprint technology. By enabling up to 24 individual designs in a single production run, Multiprint unlocks creative flexibility at scale while maintaining efficiency, consistency and production simplicity.

This ability transforms packaging into a scalable platform for personalization and fan engagement, allowing brands to deliver richer, more relevant experiences without compromising operational performance.

STRENGTHENING EMOTIONAL CONNECTION THROUGH STORYTELLING 

Football fandom is inherently emotional, and this is where design and technology play a critical role in bringing that connection to life.

Through carefully considered visual storytelling, each can reflects the relationship between players, fans and club, capturing moments of pride, gratitude and shared success. The result is a series that goes beyond product design, creating a meaningful fan experience that consumers can collect, share and connect with.

The collaboration highlights how, when rooted in genuine insight and supported by the right partner, packaging can become a powerful driver of emotional engagement, helping brands build deeper, more lasting connections with their audiences.

<h2>TURNING PARTNERSHIP INTO FAN EXPERIENCES</h2> 

Through a balance of creative ambition with production expertise, Bavaria and PSV demonstrate how Multiprint can unlock new possibilities for brands, combining industrial-scale production with the flexibility of digital customization.

“Campaigns like Bavaria x PSV highlight a shift in how brands can use packaging – not just as a medium, but as a scalable platform for creating fan experiences,” said Arjen van Zurk, Key Account Manager at CANPACK. “Multiprint enables brands to deliver variety, collectability and personal relevance at scale, turning every can into part of a broader brand experience and strengthening connections with consumers at the moment it matters most.”

Dennis van de Sande, Sr. Brand Marketeer Pils Benelux at Royal Swinkels said “For more than two decades, Bavaria has been a proud partner of PSV, a partnership that goes beyond sponsorship or supplying beer. We share the same Brabant roots and a deep passion for progress. These unique cans celebrate PSV’s outstanding achievements, both on and off the pitch.”

Explore what it could achieve for your brand: https://www.canpack.com/capabilities/beverage-cans/