Barcelona inks ‘game-changing’ global licensing partnership with Avery Dennison

avery dennison, avery dennison fc barcelona, fc barcelona avery dennison deal, laliga, avery dennison

Spanish football giants Barcelona have announced a multi-year global licensing agreement with Avery Dennison, global leaders in adhesive materials, apparel branding labels, tags and RFID-enabled packaging technology.

The four-year deal will see the California-based company use proprietary radio frequency identification (RFID) technology to print the names and numbers on the back of the LaLiga champion’s shirts until 2022.

Technology, claimed by the company as a game changer in the sports supply industry, is used to package and track inventory and helps increase retailers’ revenue by reducing the time from products coming out of factories and reaching a store for purchase.

It also helps with the visibility of when the product will arrive, so that fans can have the number of a new player on their shirt or jersey within hours of a new player signing. Performance is accelerated through RFID enabled inventory, loss prevention solutions, consumer engagement, price management, printer and labeller products, global compliance, intelligent labels and brand security solutions.

Avery Dennison already supplies its services to a number of other La Liga clubs, while it is also a licensee of 90 per cent of the teams in English soccer’s Premier League.

Also Read: Barcelona launches venture for club merchandising, to bid adieu to Nike

According to a report by, the company has a big footprint in the American sports league majors such as NFL, NBA and NCAA but relationship sits with the global sportswear giants like Nike, Adidas, Puma, New Balance, Under Armour, etc., developing the apparel and fan-wear for these leagues, not directly with the teams and leagues. Barcelona will be the direct partner of the Avery.

Rubén Benseny, licensing and merchandising director at FC Barcelona, said, “We fully trust in Avery Dennison to partner with FC Barcelona on our global growth plan and on the development of the new products to connect our final consumer,”

“Avery Dennison has demonstrated their capabilities to cover the market and to create new embellishments with new technologies that afford us to up the partnership to a global level.”

Nikita Jayasuriya, global director and head of team sport at Avery Dennison, added: “We offer a first class service with speed and high quality products, specifically tailored for the players and fans.

“This includes numbers on the back of player jerseys that have an aerated enhancement to ensure they are extra breathable, which can help improve player performance.”

Avery has said that the deal serves as a flagship not only for its name and numbers shirt customisation product but also its sustainable approach to production. The company further claims that it will nearly half polyester waste with its processing efficiencies and end-to-end solution approach.

Also Read: 

Barcelona signs Goldman Sachs to secure funding for Camp Nou revamp

Barcelona gets fashion partner on board, signs 3-year deal with Thom Browne