The Premier League and global materials science and digital identification solutions company Avery Dennison (NYSE: AVY) have announced a five-year extension to their licensing partnership. The milestone strengthens Avery Dennison’s role as the exclusive licensee for names, numbers and embellishments for the league’s 20 clubs, supporting both matchday and retail operations with high-quality, consistent branding.
Since first becoming the Premier League’s official supplier in the 2019/20 season, Avery Dennison has supported the league with innovative, sustainable and technologically advanced kit branding solutions.
“The Premier League’s global reach is a powerful reminder of football’s ability to unite fans from every corner of the world,” says Steve Mason, VP/GM Commercial & Embelex, Avery Dennison. “As we extend our partnership, we remain committed to harnessing the latest technologies to create immersive experiences that bring fans closer to the game. From personalized jerseys to connected apparel, we’re pushing the boundaries of what’s possible in sports branding, ensuring that every fan feels a deeper connection to their favorite teams and players.”
The names, numbers and detail attached to club jerseys are enhanced with digital elements designed to elevate fan engagement. Through the integration of digital triggers — such as QR codes and Near Field Communication (NFC)-enabled badges — fans can access exclusive content, interactive experiences, and authentication features via the Premier League app.
Will Brass, chief commercial officer at the Premier League, adds: “We are thrilled to continue our relationship with Avery Dennison for another five seasons. Throughout this partnership, Avery Dennison has demonstrated a strong commitment to excellence and innovation, with the names, numbers and badges becoming part of the fabric of the Premier League. Off the pitch, their support for a range of Premier League initiatives and fan-focused events has been invaluable, helping us ensure everyone is welcome to enjoy the game. We look forward to further developing our relationship over the coming years.”
Avery Dennison also supports key Premier League initiatives, such as the No Room For Racism anti-discrimination campaign and the Premier League Hall of Fame, while enhancing fan engagement through jersey customization at key events like Premier League Mornings Live and the Premier League Summer Series.
In addition to its work with the Premier League, Avery Dennison has established an impressive portfolio working with European champions Spain and 2024 Champions League winners Real Madrid. This success extends beyond European football to include collaborations with NFL teams such as the San Francisco 49ers, and 2025 Super Bowl winners the Philadelphia Eagles, as well as the NBA’s Cleveland Cavaliers. Partnerships also span the NHL, MLB, and MLS, and include a collaboration with the British & Irish Lions rugby team.
As a trusted partner to some of the world’s top sports leagues and apparel brands, Avery Dennison remains focused on innovation – supporting clubs with high-performance branding while helping fans feel part of the journey.
For more information about how Avery Dennison brings brands to life through customization, personalization, and smart solutions, click here.
