Avery Dennison and the Premier League: A Partnership Shaping Football Apparel Innovation

Since 2019, Avery Dennison has been the official supplier of names, numbers, and sleeve badges for the Premier League. This partnership has brought significant innovation and sustainability to football apparel, providing fans and players with high-quality, smart, and eco-friendly products. Avery Dennison is committed to creating a lasting impact on the Premier League by not only improving the aesthetics of the kits but also integrating advanced digital technology that enhances fan engagement.

Sustainable Production and Smart Technology

Avery Dennison produces more than 15 million Premier League names, numbers, and sleeve badges each year at a specialized low-carbon facility in western Norway. These products are manufactured using precision laser cutting technology, which minimizes waste, and a unique automated system ensures efficient shipping to club shops and retailers. The company’s innovative approach to manufacturing ensures both sustainability and quality.

#DYK @PremierLeague names, numbers, and sleeve badges are digitally scannable inside the Premier League app? Simply open the app, tap on the scanner, and then hover over the name/number on the back of your Premier League team kit and see what happens… https://t.co/04w7JFesDn pic.twitter.com/Haav6uWhCf

— Avery Dennison (@AveryDennison) April 30, 2021

What sets Avery Dennison apart is its integration of smart technology into the Premier League shirts. Fans can scan the numbers or sleeve badges with their mobile phones to unlock exclusive Premier League content, offering a personalized experience. This smart technology is used across all Premier League official products, including the iconic sleeve badges that fans can scan for special promotions and interactive experiences.

A Special Design for the Premier League Asia Trophy

In 2019, as part of their ongoing partnership, Avery Dennison designed a bespoke sleeve badge for the Premier League Asia Trophy in China, featuring cutting-edge digital technology. Fans attending the event in Nanjing and Shanghai could scan the limited-edition badges on their shirts for a chance to win tickets and gain exclusive content. This event marked the first time these advanced, smart-enabled products were used in an official Premier League event.

Celebrating Premier League Milestones

Avery Dennison continued to innovate in 2021 by introducing smart technology-enabled shirts for the Premier League Hall of Fame. These shirts, worn by inaugural inductees Alan Shearer and Thierry Henry, featured Avery Dennison’s digital technology, allowing fans to scan the shirt’s elements to unlock exclusive content, including a quiz about Premier League history.

In celebration of the @premierleague Hall of Fame announcement we have launched a quiz to test your knowledge about the legends on the shortlist. Click through, you could win one of many prizes, including a Hall of Fame jersey: https://t.co/n6Led3ngZD pic.twitter.com/6HgG3SaVPL

— Avery Dennison (@AveryDennison) April 26, 2021

New Shirt Designs for the 2023/24 Season

In March 2023, Avery Dennison revealed a redesigned font for the Premier League shirts, marking only the fourth redesign in the league’s history. The new design features a higher number height and an integrated graphic pattern, increasing visibility both on and off the pitch. Additionally, the Premier League sleeve badge was redesigned to feature an iconic lion, which will be replicated in gold for the “Champions” badge worn by the 2022/23 title winners.

Extension of the Partnership

In March 2022, the Premier League and Avery Dennison extended their partnership until the end of the 2024/25 season, ensuring the continuation of high-quality, innovative products for all 20 clubs participating in the league. Avery Dennison remains at the forefront of the football apparel industry, providing cutting-edge designs and digital solutions for fans and clubs alike.

Today Avery Dennison are delighted to announce the extension of its ongoing partnership with the @premierleague to supply the official shirt names, numbers, and sleeve badges to all 20 clubs until the end of the 2024/25 season. pic.twitter.com/cTJjDoRe7P

— Avery Dennison (@AveryDennison) March 2, 2022

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