Team sports branding gives jerseys a role beyond the match. It expresses fan identity, supports retail value, and creates space for connected experiences that continue after the final whistle. Avery Dennison works with leading leagues and clubs around the world, including the NBA, NFL, NHL, Real Madrid, and the Premier League. From names and numbers to crests, customization, and connected apparel, we help elite teams deliver branding that performs on the field and resonates with fans everywhere.
Apparel as identity
In team sports, apparel carries identity. A jersey can represent loyalty, community, and a sense of belonging that reaches far beyond the stadium. Fan expectations have also changed. Personalization matters more, sponsor visibility needs to work harder, and clubs are looking for new ways to grow commercial value.
Meeting those expectations takes more than strong design. Teams need consistent branding and premium quality across stadium stores, retail partners, and e-commerce, all while managing the complexity of global merchandising.
The challenge is to scale fan experiences without losing authenticity or efficiency. When teams get this right, apparel becomes a stronger platform for engagement, helping deepen fan connection, build brand value, and open new revenue opportunities.
What we do
Avery Dennison works with leading teams, leagues, and federations to deliver apparel branding that performs from concept to fan experience. Design, manufacturing, application, and retail activation are connected in a more seamless process, helping organizations bring consistent quality to every market.
Our team sports portfolio includes heat transfers, crests, woven labels, customization, and connected apparel technologies. With NFC and other smart solutions, each garment can carry stories, sponsor content, and digital experiences that extend the value of the jersey beyond the stadium. This gives clubs and brands new ways to engage fans, support retail performance, and create commercial opportunities across physical and digital channels.
Design
We work with your team to create custom patches, embroideries, names and numbers, fonts, and logos that capture your brand's spirit with precision and personality.
Produce
Advanced manufacturing technology, environmentally conscious material options, and our comprehensive embellishment portfolio come together across a global network of local facilities, delivering durable customization worldwide.
Apply
A worldwide application network ensures every product is fully prepared and game-ready, regardless of scale or complexity.
Engage
In-venue customization combines advanced heat press systems and AAPS technology, turning a simple transaction into an immersive retail moment for fans.
Connect
Integrated NFC experiences unlock interactive moments and deeper fan relationships that last long after the event.
Team sports key solutions
Embellishments
Garment embellishments are the cornerstone of brand identity and team spirit. Our embellishment solutions combine artistry, craftsmanship, and durable materials, with capabilities including premium heat transfers, embroidery, woven labels, appliqués, sublimation, specialty patches, and custom crests and badges. That's why leading leagues and clubs, including the NBA, NFL, NHL, Real Madrid, and Premier League, trust Avery Dennison as their official embellishment partner.
Need help?
Whether the priority is match-day retail, scaling global merchandising, or exploring connected fan experiences, we help turn your apparel into a platform for engagement and growth.
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