How EuroLeague Elevated their Final Four 2025 Merchandising Experience
In May 2025, the EuroLeague Final Four made its debut in Abu Dhabi; a weekend that brought Europe’s top basketball clubs and thousands of traveling fans to the heart of the Middle East. As the stakes rose on the court, Avery Dennison’s Embelex team was behind the scenes (and on the ground), bringing an equally dynamic experience to life off the court.
For fans, it wasn’t just about witnessing a champion being crowned, it was about owning a piece of the moment.
Delivering a courtside connection
Across the multi-day event, thousands of basketball fans descended on the arena. They came not only for the games but for the atmosphere; one fueled by creativity, community, and the chance to connect directly with their favorite athletes. At the heart of this experience was an Avery Dennison customization zone: a high-energy hub where supporters could purchase exclusive EuroLeague and club merchandise, and personalize it in real-time using heat transfer technology.
Operating eight professional-grade heat presses, Avery Dennison staff delivered fan-personalized items in as little as one minute per piece, handling up to 480 customizations per hour at peak capacity. This rapid turnaround allowed for a near-instant keepsake — a cap, a t-shirt, a scarf — giving fans something personal to wear and remember the moment by.
The result? A steady stream of fans, lots of smiles, and an experience that resonated far beyond the final buzzer.
A fully integrated brand experience
Each item was developed in close collaboration with Euroleague Basketball, incorporating official tournament and team branding to ensure consistency across every piece. Avery Dennison then brought these designs to life, producing the merchandise and delivering on-site customization that made each product feel personal and meaningful for fans.
By managing both production and in-venue execution, Avery Dennison helped turn a standard merchandise program into a standout part of the fan experience.
“We selected Avery Dennison because they offered more than just a product, they delivered a complete fan experience. Their ability to blend premium design, in-venue execution, and real-time customization, all while keeping production local, truly set them apart. No one else offered that level of integration with the speed and polish we needed for an event of this scale.” said Ferran Neira, Accounts Senior Director, Commercial Partnership at Euroleague Basketball.
Powered by local production
One of the defining advantages of this activation was Avery Dennison’s ability to produce all merchandise and heat transfers locally at its Dubai manufacturing site. With the EuroLeague Final Four teams confirmed just days before the event, speed was everything. Thanks to the proximity and capacity of the Dubai facility, the team was able to respond immediately, creating custom designs for each qualified team and executing production with an impressive turnaround time.
This level of agility was made possible by Avery Dennison’s global production network, with Dubai serving as a regional hub for high-quality, quick-turnaround manufacturing. It ensured not only speed but also the premium quality standards associated with Avery Dennison worldwide, delivered locally in the Middle East.
By combining global scale with regional presence, Avery Dennison delivered a fan experience that was fast, flexible, and flawlessly executed.
Building on a proven model
While this marked the first time Avery Dennison partnered directly with EuroLeague Basketball in terms of in-venue support, the Avery Dennison team brought deep experience from similar high-profile activations, including the Premier League Mornings Live fan festivals in the United States.
For example, in September 2024, Embelex helped transform Lincoln Park in Chicago into a soccer fan’s paradise. With live fixtures, club-themed giveaways, and an Avery Dennison customization zone packed with supporters eager to create personalized jerseys, the event drew thousands. Across seven U.S. cities and counting, this series has welcomed more than 90,000 fans and demonstrated the power of connecting physical merchandise with immersive experiences.
From NFL games in London to custom activations for NBA and MLS clubs, Avery Dennison has built a track record of merging customization, technology, and storytelling, all through the lens of apparel.
Why it matters
Fans today want more than just passive entertainment. They want involvement, ownership, and a deeper connection with their team. Embelex taps into that desire, not only by making premium merchandise but by transforming it into a canvas for personal expression.
For fans in Abu Dhabi, the EuroLeague Final Four wasn’t just something to watch, it was something to wear, make their own, and take home. Avery Dennison helped make that possible.