Avery Dennison strikes strategic partnership agreement as exclusive embellishments provider for Liga Portugal
Liga Portugal, the organizing body of two top tiers of Portuguese football, has announced Avery Dennison as its exclusive supplier of official sleeve badges, names and numbers to be worn by all players across Liga Portugal competition matches. The partnership extends to retail, with these embellishments featured on official replica kits.
The multi-season strategic partnership commences from July 2025.
Steve Mason, VP/GM Commercial & Embelex, Avery Dennison, says: “Avery Dennison is proud to be providing the official embellishments for Liga Portugal, including the top two leagues, cup competitions and beyond. We look forward to an exciting partnership and contributing to the evolving look of some of European football’s most iconic jerseys.”
Bernardo Azevedo, General Manager of Liga Comercial, adds: “At Liga Portugal, we are constantly striving to innovate and raise the standard of our competitions by partnering with the most prestigious and technologically advanced organizations in the industry. This strategic collaboration with Avery Dennison – a global reference in identification and personalization solutions – marks another important step in strengthening the value of our brands and reinforcing Liga Portugal’s standing within the European and global football landscape. It is a partnership built on excellence, innovation, and a shared vision for the future.”
The agreement marks the latest addition to Avery Dennison’s growing portfolio of partnerships for Embelex™, a suite of solutions for on-garment branding used by some of the most popular sports teams and leagues on the planet. This includes work with the English Premier League, European champions Spain, and 2024 Champions League winners Real Madrid. This success extends beyond European football to include collaborations with NFL teams such as the San Francisco 49ers, and 2025 Super Bowl winners the Philadelphia Eagles, as well as the NBA’s Cleveland Cavaliers. Partnerships also span the NHL, MLB, and MLS, and include a collaboration with the British & Irish Lions rugby team.
These partnerships have enabled Avery Dennison to showcase its advanced digital solutions and on-garment branding technologies, reaffirming its position as a leader in sports merchandise innovation.
