May 13 – The English Premier League (EPL) has renewed its licensing agreement with Avery Dennison for another five seasons, extending the partnership through to the end of the 2029-30 campaign.
Avery Dennison will continue to supply all official names, numbers, and sleeve badges for the league’s 20 clubs, both on the pitch and for retail. Since 2019, the company has provided kit branding for England’s top-flight.
The partnership goes beyond kit supply – Avery Dennison supports EPL campaigns such as No Room For Racism, the Hall of Fame and the EPL Summer Series in the United States, which has been renewed for August.
Shirt customisation and interactive fan experiences are central features of the extended agreement, with technology such as QR codes and NFC (Near Field Communication) enabled badges offering supporters access to exclusive digital content via the Premier League app.
The company’s sports portfolio includes work with the Spanish national team, Real Madrid, NFL teams including the Dallas Cowboys and New York Jets, NBA franchises, and the British & Irish Lions rugby union team.
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.”
Contact the writer of this story, Harry Ewing, at moc.l1747172476labto1747172476ofdlr1747172476owedi1747172476sni@g1747172476niwe.1747172476yrrah1747172476