Avery Dennison has partnered the British & Irish Lions rugby union team to create a jersey with an embedded chip that allows fans to access content on their phones.
The company, which specialises in labelling and digital identification systems, has helped the British & Irish Lions come up with their first-ever “connected” rugby jersey using near-field communication (NFC) technology.
Fans can unlock unique experiences by tapping their smartphone on the NFC chip located at the bottom of the shirt that links to The Lions Clubhouse on the Connected Fanatics’ Lockeroom platform.
It has been launched this month ahead of the Qatar Airways Lions Men’s Series in 2025 to deepen fan engagement.
It comes out of a partnership with Pentland Group and its Canterbury brand, the official kit supplier, which is integrating the technology into the Howden-sponsored jerseys.
Simon Rowe, vice president of sports marketing at Canterbury, said: “Partnering with Avery Dennison and Connected Fanatics to bring the jersey to life demonstrates our commitment to pushing the boundaries of fan engagement. This jersey is a gateway to ongoing interactive experiences that bring fans closer to the British & Irish Lions wherever they are.”
It has been created through Embelex, Avery Dennison’s full-service end-to-end platform for on-garment branding, graphics and trims.
Steve Mason, vice president and general manager at Embelex by Avery Dennison, added: “This connected jersey is a testament to the power of digital innovation in sports merchandising. By embedding NFC technology into the iconic Lions jersey, we can give fans an immersive, next-level experience that keeps them engaged well beyond match day.”
