Premier League announces Avery Dennison partnership extension

The Premier League has announced a five-year extension of its partnership with Avery Dennison, a California-based manufacturer and distributor of pressure-sensitive adhesive materials.

The deal will see Avery Dennison continue to supply all Premier League teams with names, numbers, and sleeve badges for on-pitch and retail units until the end of the 2029/30 season. 

The partnership, which kicked off in 2019, sees Avery Dennison provide the English top flight with innovative, sustainable, and technologically advanced kit branding solutions.

Additionally, Avery Dennison will also continue to support key initiatives like the “No Room For Racism” campaign and the Premier League Hall of Fame. It will work with the Premier League on several fan engagement initiatives as well. 

Will Brass, Chief Commercial Officer, Premier League, commented:

“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, 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.“