The Premier League teamed up with sportswear branding and labelling manufacturer Avery Dennison to launch the specially-designed EPL shirt for its new Hall of Fame.
The Hall of Fame was unveiled in the second half of April with the induction of its first two members – Thierry Henry and Alan Shearer – who paired up to unveil the limited edition shirts which were produced specifically for the occasion. One for each inductee.
The kits – which carry EPL sponsor Budweiser branding on the front – include Avery Dennison’s own smart technology-enabled name, number and sleeve badge which, when scanned, unlock hidden content.
This same tech features in all of Avery Dennison’s official Premier League shirt sleeve badges, names and numbers.
#DYK @PremierLeague names, numbers, and sleeve badges are digitally scannable inside the Premier League app? Simply open the app, tap on the scanner, and then hover over the name/number on the back of your Premier League team kit and see what happens… https://t.co/04w7JFesDn pic.twitter.com/Haav6uWhCf
— Avery Dennison (@AveryDennison) April 30, 2021
Fans can scan the names, numbers and sleeve badges on their Premier League shirts via their smartphones to access a hidden quiz that tests their knowledge of the league and those who successfully complete the quiz given are entered into a contest to win an exclusive Hall of Fame shirt.
The reveal was promoted through an integrated campaign spearheaded by a hero spot posted on the league and the brand’s online platforms on 28 April.
Comment:
Avery Dennison is best known as a multinational manufacturer and distributor of pressure-sensitive adhesive materials, sports apparel and retail apparel branding labels and tags, RFID inlays, and specialty medical products.
Headquartered in Glendale (California), the company is a member of the Fortune 500 and it recently announced a global supplier deal with FC Barcelona which builds on its existing tie-ups with several other La Liga clubs and as many as 90% of Premier League teams.
The Premier League and Avery Dennison kicked off their names, numbers and sleeve badge supplier partnership at the start of the 2019/20 season. From the start of the 19/20 Season, fans have been able to access to in-app experiences by scanning and authenticating their products. Plus all names, numbers and sleeve badges are made from water-based materials and avoid the use of harmful solvents and hazardous substances to ensure they are manufactured with minimal wastage and environmental impact.
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