Avery Dennison Brings Smart Technology To Bespoke Premier League Sleeve Badge

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GSW – Mimaki

Avery Dennison recently became the new names, numbers and sleeve badge supplier for the Premier League over the next three seasons, leading the way with its innovative and sustainable products.

For the first time in the history of the competition, a new sleeve badge embedded with smart digital technology will be used in this month’s Premier League Asia Trophy courtesy of Avery Dennison.

The Premier League Asia Trophy will be the first time that Avery Dennison’s products will be used in an official Premier League capacity. To signify the launch of the partnership, Avery Dennison has designed a bespoke, technologically advanced sleeve badge to be worn by players in this year’s tournament in Nanjing and Shanghai. In addition to the sleeve badges, players from all teams will wear their names and numbers on the back of their shirts.

Avery Dennison has collaborated with Chinese artist Zhijun Wang to design the custom-made sleeve badge for the tournament which will be worn on the playing shirts of Manchester City, Newcastle United, West Ham United and Wolverhampton Wanderers – the four Premier League teams taking part this year. Wang started his career as a graphic designer in 2004 and has worked on globally recognised campaigns such as UNICEF’s ‘Goal for Girls’ for the 2007 Women’s World Football Championships.

Speaking about the design of the new sleeve badge, he said, ‘I wanted it to match the style of the original Premier League logo, so I designed a unique typeface for the Chinese characters that read ‘China’, based on a similar pattern to that of the Premier League. Behind the Premier League lion, there is a waving flag, showing the unity in the sport.

‘This year will be the ninth edition of the tournament and the second to be held in mainland China after Beijing hosted it in 2009,’ he said. ‘It’s the first time a new Chinese logo will be used in the Premier League Asia Trophy and I am proud to be part of that.’

Rishi Pardal, vice president and general manager of RBIS Apparel Solutions at Avery Dennison, added, ‘We welcome the opportunity from the Premier League to showcase Avery Dennison’s creative and collaborative philosophy. Our aim was to produce an Asia Trophy badge that feels unique to China, and we are excited to have partnered with Wang, who brought a cultural authenticity to the project.’

The Avery Dennison team will host a number of customisation events across Nanjing and Shanghai throughout the week of the tournament, showcasing the smart digital technology embedded in the limited-edition sleeve badge.

The technology used in the new sleeve badge enables fans to engage in a customised experience. Unique to the Premier League Asia Trophy, all fans can scan the new badge on their shirts and they will discover information on how they can enter to win tickets to the Premier League Asia Trophy matches in Shanghai and Nanjing – using #MyADPremierLeagueAsiaTrophyshirt on their Weibo social media accounts.

Tom Greenwood, head of partnerships and activation at the Premier League, said, ‘The innovative technology used by Avery Dennison for the Premier League Asia Trophy sleeve badges will be a first for the tournament. They are an exciting addition that allow fans in China to engage more readily with the event.

‘We are excited to be bringing the Premier League Asia Trophy to mainland China for the first time in 10 years and this is just one example of the unique activations fans can expect to see.’

The Premier League products are produced at Avery Dennison’s specialised low-carbon facility in western Norway, and a state-of-the-art facility in Vietnam, both facilities use precision laser cuts to reduce waste, and a unique automated system to ship to club shops and other retailers.

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AVERY DENNISON https://www.averydennison.com

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