The Premier League is set to develop more opportunities for engaging with football fans through kit branding after extending its licensing partnership with Avery Dennison.
It has announced a five-year extension to the licensing partnership with the garment technology specialist which first became the Premier League’s official supplier in the 2019/20 season.
Avery Dennison is the exclusive licensee for names, numbers and embellishments for the league’s 20 clubs, supporting both matchday and retail operations.
Drawing on the expertise of its Embelex services, it has provided advanced kit branding solutions ranging from personalised jerseys to “connected” clothing that features technology such as QR codes and near-field communication (NFC).
Steve Mason, vice president and general manager for commercial and Embelex at Avery Dennison, said: “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 personalised 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 favourite 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 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, said: “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 customisation at key events such as Premier League Mornings Live and the Premier League Summer Series.
Avery Dennison has also established a 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.
