Premier League and Avery Dennison extend licensing partnership for five more years

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The Premier League and Avery Dennison have today announced a five-year extension to their licensing partnership.

Avery Dennison will continue to supply all Premier League names, numbers and sleeve badges to the 20 participating clubs for both on-pitch and retail until the end of the 2029/30 season.

Since the current agreement began in 2019, Avery Dennison has supported the Premier League with innovative, sustainable, and technologically advanced kit branding solutions.

Will Brass, Premier League Chief Commercial Officer, said: “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.”

Simon Allen, Commercial Director, Apparel Solutions at Avery Dennison, added: "The Premier League’s global reach is a powerful reminder of football’s ability to unite fans from every corner of the world.

"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 shirts 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."

Elevating fan engagement

The names, numbers and detail attached to club shirts are enhanced with digital elements designed to elevate fan engagement. Through the integration of digital triggers — such as QR codes and Near Field Communication-enabled badges — fans can access exclusive content, interactive experiences, and authentication features via the Premier League app.

Avery Dennison also supports key Premier League initiatives, such as No Room For Racism and the Premier League Hall of Fame, while enhancing fan engagement through shirt customisation at events like Premier League Mornings Live and the Premier League Summer Series.

Avery Dennison has supported Premier League initiatives such as No Room For Racism with a bespoke badge

In addition to its work with the Premier League, Avery Dennison has established an impressive portfolio working with the Spanish national team and Real Madrid. This success extends beyond European football to include collaborations with NFL teams such as the Dallas Cowboys, New York Jets, and San Francisco 49ers, the NBA's Cleveland Cavaliers and Sacramento Kings, and in rugby with the British & Irish Lions.

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