The Primeira Liga, also known as Liga Portugal, has developed a partnership with Avery Dennison, a global leader in materials science and digital identification solutions.
The business has become the league’s exclusive supplier of official sleeve badges, names, and numbers, which will be donned by all Liga Portugal competition players.
The collaboration continues into retail, with similar embellishments appearing on official replica kits. The multi-season strategic relationship begins in July 2025.
Steve Mason, VP/GM Commercial & Embelex, Avery Dennison, commented, “Avery Dennison is proud to be providing the official embellishments for Liga Portugal, including the top two leagues, cup competitions and beyond. We look forward to an exciting partnership and contributing to the evolving look of some of European football’s most iconic jerseys.”
Bernardo Azevedo, General Manager of Liga Comercial, said, “At Liga Portugal, we are constantly striving to innovate and raise the standard of our competitions by partnering with the most prestigious and technologically advanced organizations in the industry. This strategic collaboration with Avery Dennison – a global reference in identification and personalization solutions – marks another important step in strengthening the value of our brands and reinforcing Liga Portugal’s standing within the European and global football landscape. It is a partnership built on excellence, innovation, and a shared vision for the future.”
The collaboration adds to Avery Dennison’s increasing portfolio of Embelex agreements, which include a suite of on-garment branding solutions utilised by some of the world’s most popular sports teams and leagues. This involves collaboration with the Premier League (PL), and Real Madrid. This success has extended beyond European football to include cooperation with National Football League (NFL) clubs such as San Francisco 49ers and Philadelphia Eagles, who won the Super Bowl in 2025, as well as the Cleveland Cavaliers. Partnerships also stretch to the National Hockey League (NHL), Major League Baseball (MLB), and Major League Soccer (MLS), as well as a cooperation with the British and Irish Lions rugby squad.
These collaborations have allowed Avery Dennison to demonstrate its cutting-edge digital solutions and on-garment branding technology, reinforcing its position as a pioneer in sports merchandising innovation.
