A container for dispensing cable comprises a carton having a plurality of panels, a plurality of reels, a plurality of axles, and first and second support panels. The reels fit onto the axles which rest in axle holes punched into the support panels. Each support panel sits inside the carton and is made up of one or more flaps. Preferably, each panel has at least two flaps that space one of the flaps from the panels of the carton to ensure the axles rest in the axle holes. Preferably, dispensing slots are disposed to be in the front panel in front of the respective reels.