May 23 – Liga Portugal has confirmed a new multi-year partnership with ‘materials science’ and branding giant Avery Dennison, naming the US-based firm as the exclusive supplier of player names, numbers, and sleeve badges across the country’s top two professional divisions.
Beginning in July 2025, the agreement will see all Liga Portugal competition matches feature Avery Dennison’s custom Embelex embellishments — both on the field and across retail replica kits.
The collaboration will give clubs access to advanced digital identification and on-garment branding technologies, a fast-growing area in the global merchandising landscape.
The deal is another step in Avery Dennison’s expanding footprint in elite football, adding to a high-profile roster that already includes the Premier League (announced last week), La Liga champions Real Madrid, European champions Spain, and numerous top-tier teams across the NFL, NBA, NHL, MLB, and MLS.
Steve Mason, VP/GM Commercial & Embelex, Avery Dennison, says: “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.”
While largely invisible to casual viewers, these partnerships are crucial for delivering commercial consistency across matchday and retail apparel – key assets in football’s evolving brand economy.
Bernardo Azevedo, general manager of Liga Comercial, added: “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 organisations in the industry. This strategic collaboration with Avery Dennison – a global reference in identification and personalisation 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.”
Contact the writer of this story, Harry Ewing, at moc.l1748034455labto1748034455ofdlr1748034455owedi1748034455sni@g1748034455niwe.1748034455yrrah1748034455