The commercial licensing tie-up between English soccer's top-tier Premier League (EPL), and global sportswear branding and labeling firm Avery Dennison has been extended through 2029-30.
A five-year renewal of the existing contract between the pair was unveiled yesterday (May 12), through which Avery Dennison will continue as the supplier of all "names, numbers, and sleeve badges" on player and retail replica matchday shirts for the 20 EPL clubs, across the next five seasons.
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Overall, the pair have been in partnership since 2019, with the last deal extension having been announced in March 2022, covering the period through the end of the ongoing 2024-25 season (which concludes later this month). GlobalData Sport valued the last deal between the two parties at $3.5 million annually.
This new tie-up is, therefore, significant, in terms of being a longer deal than the previous agreements.
The names, numbers, and other details placed on players' shirts come "enhanced with digital elements designed to elevate fan engagement," the EPL has claimed, with fans being able to access content and experiences on the Premier League through these innovations.
Avery Dennison also currently assists in supplying league merchandise across 170 countries (roughly) worldwide.
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By GlobalDataWill Brass, chief commercial officer at the Premier League, said: “Throughout this partnership, Avery Dennison has demonstrated a strong commitment to excellence and innovation, with the names, numbers, and badges becoming part of the fabric of the Premier League."
In terms of recent Premier League commercial activity, mid-March saw significant news emerge, as it was announced that German sportswear giant Puma will supply official EPL balls from the start of 2025-26 – ending US rival Nike's 25-season run as the league's ball supplier.
Other top-tier league commercial partners include EA FC, Barclays, Guinness, Hublot, and Oracle.
Simon Allen, Avery Dennison's commercial director for apparel solutions, added: "As we extend our partnership, we remain committed to harnessing the latest technologies to create immersive experiences that bring fans closer to the game.
"From personalized shirts to connected apparel, we're pushing the boundaries of what's possible in sports branding, ensuring that every fan feels a deeper connection to their favorite teams and players."
In terms of its other European soccer collaborations, Avery Dennison also has tie-ups covering Spanish giants Real Madrid, as well as the Spanish men's national team. Outside of soccer, meanwhile, deals are in place with US sports franchises such as the Dallas Cowboys, New York Jets, and San Francisco 49ers (all from American football's NFL), and the Cleveland Cavaliers and Sacramento Kings from basketball's NBA.
