MENTOR, OH - July 07, 2026 - Major League Soccer (MLS) and Avery Dennison (NYSE: AVY), a global leader in materials science and digital identification solutions, today announces an extension to their licensing agreement.
Through this extension, Avery Dennison will strengthen its role as official licensee for names, numbers and jersey sleeve logos for the league’s 30 clubs, supporting both matchday and retail operations with high-quality, consistent branding. The extended agreement also helps to boost in-venue labour optimization, improve supply chain efficiency and allows fans to connect more closely with their team.
Since first providing MLS clubs with embellishments in 2019, Embelex™ - Avery Dennison's comprehensive apparel embellishment portfolio that brings brands to life through personalization and connected product technology - has enabled jersey customization and fan engagement. By selecting the name, number or message of their choosing, fans can turn matchday shopping into an event as memorable as the game itself, leaving the venue with one-of-a-kind apparel.
“Our work with Avery Dennison has helped create more meaningful ways for fans to connect with their clubs through personalization,” says Rachel Hoagland, SVP of Consumer Products, MLS. “A customized jersey is more than merchandise, it’s an expression of fandom and identity. As supporters increasingly seek products that reflect their personal connection to the game, Avery Dennison has been a valued partner in helping us deliver those experiences. We’re excited to extend our relationship and continue exploring new ways to bring fans closer to the sport and players they love."
During one of the most exciting times in the history of North American soccer, the MLS logo embellishment offers the potential to elevate fan engagement through new digital experiences and interactive touchpoints with both new and existing fans.
Sergio Shmilovitch, VP/GM Embelex, Avery Dennison, adds: “Soccer fans crave more creative ways to show passion and loyalty to their club. This partnership is testament to the fan-first mindset of MLS, as well as its commitment to innovation and excellence. By harnessing our global expertise in delivering high-quality branding and customization solutions, MLS is able to pursue new revenue opportunities and explore the ever-increasing possibilities of digitally enabled fan engagement.”
In addition to its work with the MLS, Avery Dennison has established an impressive portfolio collaborating with leading soccer leagues across the globe, such as the English Premier League, LALIGA in Spain and Liga Portugal, as well as Spanish and European powerhouse Real Madrid. Partnerships include US sports teams, such as the NFL’s San Francisco 49ers and Dallas Cowboys. Collaborations also extend to the NBA's Cleveland Cavaliers and Golden State Warriors, as well the NHL and MLB.
To find out more about Embelex-powered personalization, click here.
Media contact
Jack Gibson
Global PR Manager
jack.gibson@eu.averydennison.com
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