London, UK — November 07, 2024 — Avery Dennison (NYSE: AVY), a global leader in materials science and digital identification solutions, has today announced an exciting partnership with Canterbury to launch The British & Irish Lions’ first-ever connected rugby jersey. This revolutionary garment features an embedded NFC (Near-Field Communication) chip, enabling fans to tap their smartphone and instantly access exclusive digital content, offering a new, immersive way to connect with the team.
The connected jersey marks a first for the Lions and is part of Avery Dennison’s innovative approach to bridging the physical and digital realms. Available from today, fans can purchase the connected replica jersey and unlock unique experiences by tapping the NFC chip located at the bottom of the shirt that links to the Connected Fanatics platform; The Lions Clubhouse. This pioneering initiative, ahead of the highly anticipated Qatar Airways Lions Men’s Series 2025, aims to deepen fan engagement.
A new era of fan engagement in rugby
As a leading provider of digital ID technology, Avery Dennison is expanding into rugby for the first time, partnering with Canterbury and Pentland Group to deliver an interactive fan experience that brings supporters closer to the action in collaboration with Connected Fanatics, The British & Irish Lions and Howden. Avery Dennison will supply NFC-enabled labels that link to the Connected Fanatics Lockeroom platform, giving fans direct access to exclusive content. Canterbury, the official kit supplier, will integrate the technology into the Howden-sponsored jerseys.
“This connected jersey is a testament to the power of digital innovation in sports merchandising,” said Steve Mason, vice president and general manager, Embelex by Avery Dennison. “By embedding NFC technology into the iconic Lions jersey, we can give fans an immersive, next-level experience that keeps them engaged well beyond match day. We’re thrilled to launch this product in collaboration with Canterbury, setting a new benchmark for fan engagement in rugby.”
Expanding partnerships across global sports
Avery Dennison has established an impressive portfolio working with leading football leagues and teams, such as Euro 24 champions Spain, Champions League winners Real Madrid and all 20 teams in the English Premier League. This success extends beyond European football powerhouses to include collaborations with NFL teams such as the Dallas Cowboys, New York Jets, and San Francisco 49ers, as well as the NBA's Cleveland Cavaliers and Sacramento Kings. These partnerships have enabled Avery Dennison to showcase its advanced digital solutions and on-garment branding technologies, reaffirming its position as a leader in sports merchandise innovation. The company’s exciting move into rugby builds further on its growing global sports partnerships.
Exclusive features and fan-centric innovation
The British & Irish Lions, known for their storied legacy and passionate fanbase, are the perfect team to debut this forward-thinking technology.
“Partnering with Avery Dennison and Connected Fanatics to bring the jersey to life demonstrates our commitment to pushing the boundaries of fan engagement,” said Simon Rowe, VP of Sports Marketing at Canterbury. “This jersey is a gateway to ongoing interactive experiences that bring fans closer to The British & Irish Lions wherever they are.”
Leading the future of digital fan engagement
This partnership showcases Avery Dennison’s end-to-end digital consumer engagement solutions, demonstrating how physical products like jerseys can be transformed into powerful tools for deeper fan interactions. As the sports landscape becomes increasingly digital, Avery Dennison’s connected jersey technology offers a glimpse into how teams and brands can build more meaningful, lasting relationships with their supporters.
“The famous red jersey is a crucial part of the Lions DNA, and I have no doubt that the players and our supporters all around the world will enjoy wearing this jersey.,” said Ben Calveley, CEO of The British & Irish Lions. “Our amazing fans are a core part of what makes a great Lions Tour, they were dearly missed in South Africa in 2021, but we will now be more connected with them than ever before thanks to this innovative new design and exciting digital experience. We look forward to seeing this jersey from the iconic Sea of Red next year across Australia, in Dublin, and in homes and clubs all over the UK and Ireland.”
To purchase the jersey, click here. For more information about Avery Dennison’s Embelex technology, click here.
Media contacts
Samantha Williams or Meg Duncombe at The Think Tank samanthaw@thinktank.org.uk megand@thinktank.org.uk
About Avery Dennison
Avery Dennison Corporation (NYSE: AVY) is a global materials science and digital identification solutions company that provides a wide range of branding and information solutions that optimize labor and supply chain efficiency, reduce waste, advance sustainability, circularity and transparency, and better connect brands and consumers. Our products and solutions include labeling and functional materials, radio frequency identification (RFID) inlays and tags, software applications that connect the physical and digital, and a variety of products and solutions that enhance branded packaging and carry or display information that improves the customer experience. Serving an array of industries worldwide — including home and personal care, apparel, general retail, e-commerce, logistics, food and grocery, pharmaceuticals and automotive — we employ approximately 35,000 employees in more than 50 countries. Our reported sales in 2023 were $8.4 billion. Learn more at www.averydennison.com.