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
关于艾利丹尼森
艾利丹尼森公司（纽约证券交易所代码：AVY）是一家全球性的材料科学和数字识别解决方案企业，专注于提供广泛的品牌和信息标签解决方案，以优化人力和供应链效率，减少浪费，促进可持续发展、循环性和透明度，并更好地连接品牌和消费者。我们的产品和解决方案包括标签和功能性材料、射频识别（RFID） inlay 和吊牌、融合现实世界和数字世界的软件应用程序，以及加强品牌包装、传递或展示信息以改善客户体验的各种产品和解决方案。公司为全球各行各业提供服务，包括家居和个人护理、服装、综合零售、电子商务、物流、食品和杂货、制药和汽车等，在50多个国家拥有约34000名员工，2023年的销售额为84亿美元。了解更多信息，请访问 www.averydennison.com