A new sleeve badge embedded with smart digital technology will be used for the first time in this month's Premier League Asia Trophy, courtesy of global branding and labelling manufacturer Avery Dennison.
In June, Avery Dennison 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.
The Asia Trophy, to be played in China from 17-20 July, will be the first time that Avery Dennison’s products will be used in an official Premier League capacity.
New technology
To signify the launch of the partnership, Avery Dennison has designed a bespoke, technologically advanced sleeve badge to be worn by players on the two matchdays 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.
"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," Wang said. "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, said: "Our aim was to produce an Asia Trophy badge that feels unique to China, and we are excited to have partnered with Zhijun, who brought a cultural authenticity to the project."
Interactive experience
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 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 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."
Avery Dennison’s Premier League products are produced at our specialised low-carbon facility in western Norway, and at our 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.