Names and numbers are the typography, crests, and identifying marks applied to team sports jerseys and uniforms. Across global team sports, from clubs and national teams to leagues worldwide, they play a central role in how teams are recognized and remembered. Our solutions turn jerseys into clear expressions of identity, built to perform and made to last. Through thoughtful typography, deep material expertise, and reliable global production, Avery Dennison delivers names and numbers programs that meet league regulations, perform under pressure, and scale consistently across markets. We help brands stay distinctive, authentic, and true to who they are at every level of the game.
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Design
Designed to be remembered
A sports organization's identity is sacred. That's why our in-house design team collaborates closely with leading teams and leagues, including Real Madrid C.F., the Premier League, and the Spain national football team, to create custom typography that goes far beyond standard fonts.
Each typeface becomes a core part of a club's visual identity, expressing personality, heritage, and attention to detail in a way fans instantly recognize. Crafted with technical precision and deep respect for each brand, our designs ensure consistency across products, platforms, and campaigns. They perform seamlessly on the pitch, on screen, and at retail.
The result is stronger brand recognition, higher perceived value, and an authentic typographic voice that builds lasting emotional connections with supporters and consumers alike.
Royal Spanish Football Federation
Experience how cultural meaning shapes authentic design
For the Spanish Federation, typography became a vehicle for national identity. Inspired by the Pillars of Hercules from the Spanish flag, we transformed a cultural symbol into a distinctive number system that resonates emotionally with players and fans. This design language extends seamlessly across men's and women's teams, reinforcing unity and recognition. By embedding heritage directly into performance typography, we created more than compliance-ready numbers. We delivered a visual expression of national pride.
Real Madrid
See how creativity scales across seasons and platforms
Our work with Real Madrid demonstrates how typography can transcend the pitch. It began with the "All The Way" championship font, developed during the 2020/21 season, and expanded beyond jerseys into stadium branding, merchandise, and celebrations. Over multiple seasons, each new typeface reflects the club's heritage while embracing artistic collaboration and technical rigor. Today, our work supports football and basketball programs alike, proving that one font system can power a multi-sport identity for one of the biggest brands in the sports world.
Production
Built to last
Our global network delivers the same market-leading quality at a local scale, without compromise. Names and numbers operate within strict technical boundaries. They must remain lightweight, breathable, readable at speed, and resilient under extreme match conditions.
Backed by deep material science expertise and rigorous quality checks, we help brands select constructions optimized for stretch, airflow, abrasion resistance, and long-term durability, while preserving visual integrity and full regulatory compliance. The result is consistent performance and brand execution, regardless of location, volume, or turnaround time.
Philadelphia Eagles
Ensure accuracy, durability, and compliance at scale
Supporting the Philadelphia Eagles requires uncompromising precision. Our names and numbers programs are engineered to meet league specifications while delivering consistently under game-day stress. From advanced production technology to rigorous application standards, every element is optimized for lasting durability and visual consistency. This disciplined approach enables the Eagles to maintain a unified on-field and retail identity across seasons, channels, and distribution networks.
Cleveland Cavaliers
NBA-ready performance standards
As the Cavaliers' official embellishment partner, Avery Dennison delivers names and numbers engineered for the demands of professional basketball. Lightweight constructions, controlled adhesive systems, and abrasion-resistant finishes ensure performance across high-tempo play and repeated laundering. Our integrated supply model supports team uniforms, retail assortments, and special editions, ensuring that every jersey reflects NBA-level quality, reliability, and visual integrity.
Toronto Blue Jays
Built for the long season
Major League Baseball demands durability over extended seasons, travel schedules, and varied climates. Through our Embelex solutions, we support clubs like the Blue Jays with names and numbers engineered for long-term resilience. Our standardized supply systems ensure colorfastness, adhesion stability, and consistent sizing, helping teams maintain professional presentation from Opening Day through postseason play.
Application and in-venue customization
Applied to perfection
Our expertise goes far beyond design and production. Precise, consistent application is what brings every name, number, and embellishment to life. Whether applied within our global network of facilities or directly in your retail environment, we ensure every jersey is finished to exact specifications and the highest quality standards.
Our in-venue customization solution enhances the fan experience with on-demand customization technology. Fans can personalize their jersey, jacket, or merchandise in real time, turning routine retail moments into unforgettable game-day memories. For clubs and retailers, it means quicker delivery of customized merchandise, increased revenue, reduced inventory risk, and a seamless, immersive experience fans will love, from match day to everyday retail.
Dallas Cowboys
Empower fans with real-time customization and unforgettable experiences
Partnering with the Dallas Cowboys, we brought on-site customization to life by deploying our comprehensive Embelex in-venue solution across flagship retail locations. Fans select their preferred name, number, and design at interactive stations. Then they watch their personalized jersey come to life with fast, high-quality application, reducing production time by over 50% and keeping match-day momentum flowing. This immersive experience transforms routine purchases into time-stamped memories, deepening emotional connection and driving engagement long after the final whistle.
San Francisco 49ers
Untouchable memories at Levi's® Stadium
In partnership with the 49ers, we elevated the Levi's® Stadium fan experience by introducing advanced in-venue personalization stations. Supporters can customize jerseys, jackets, and memorabilia on demand. Leveraging intuitive digital ordering stations, fans choose names, numbers, and design details, then leave with a finished, personalized product. The result: routine merchandise shopping transformed into a memorable part of game day.
Ready to build?
Connect with an Avery Dennison expert to discover how our custom font solutions and services provide a transformative advantage for your brand.
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