The Premier League (PL) and Avery Dennison, a global leader in materials science and digital identification solutions, have announced a significant five-year extension to their exclusive global licensing agreement.
This renewal has solidified Avery Dennison’s role as the sole provider of names, numbers, and sleeve badges for all Premier League clubs, continuing the successful collaboration until the conclusion of the 2029/30 season.
First established in 2019, the partnership sees Avery Dennison continue to supply its innovative and sustainable branding solutions for both the on-pitch kits worn by players and the official replica merchandise eagerly sought by millions of fans worldwide.
A key focus of the extended agreement is the shared commitment to driving innovation in sports apparel. Avery Dennison will further integrate cutting-edge digital elements, such as QR codes and Near Field Communication (NFC) technology, into its products. These features aim to significantly enhance the fan experience by offering access to exclusive content, interactive engagements, and robust product authentication through the official Premier League application.
Beyond the technological advancements in kit aesthetics, the partnership underscores Avery Dennison’s continued support for prominent Premier League initiatives. This includes providing specialised badging for impactful campaigns like “No Room For Racism” and contributions to the prestigious Premier League Hall of Fame. The collaboration also seeks to deepen fan connections globally through personalised shirt customisation services at key international league events, including Premier League Mornings Live and the Premier League Summer Series.
Speaking on the extension, 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.”
Avery Dennison manages its Premier League production from state-of-the-art facilities in Norway and Vietnam, emphasising high-quality, heat-applied embellishments and adherence to responsible manufacturing practices. The company’s extensive portfolio in global sports branding also features partnerships with other elite organisations such as the Spanish national football team, LALIGA, Real Madrid C.F., NFL teams including the Dallas Cowboys and San Francisco 49ers, the NBA‘s Cleveland Cavaliers and Sacramento Kings, and the British & Irish Lions in rugby.
This renewed commitment between the Premier League and Avery Dennison signals a continued focus on elevating the presentation, engagement, and authenticity surrounding one of the world’s most-watched football leagues, ensuring its iconic kit branding remains a distinguished feature of the game for years to come.
