From the Sector

Avery Dennison, a global leader in materials science and digital identification solutions, announced its exclusive partnership with 1. FSV Mainz 05 (also known as Mainz 05) to enhance fan engagement through heat transfer embellishments, creating customizable and personalized team jerseys.

The partnership marks Avery Dennison’s expansion into German soccer, providing fans the unique opportunity to showcase their creativity and support through bespoke embellished merchandise.

Avery Dennison’s Embelex™ solution portfolio, renowned for its innovative options for personalization in the global sports apparel market, will play a pivotal role in the partnership. Two interactive fanzone touchscreens featuring bonders equipped with an Accurate Alignment Projector System (AAPS) have been installed at the MEWA Arena, home of Mainz 05. Fans can personalize their jerseys in minutes with the name, number or customized message of their choosing, turning matchday shopping into an event as memorable as the game itself.

Sergio Shmilovitch, VP/GM Embelex, Avery Dennison, says: “Fans are demanding more creative and expressive ways to show their loyalty, elevating customization to the top of the league. This partnership is exciting on a number of fronts. By harnessing our global expertise in delivering high-quality branding and customization solutions, Mainz 05 is able to pursue new revenue opportunities while enabling fans to express their dedication and passion in their own unique way.”

Thomas Bohner, head of merchandise, 1. FSV Mainz 05, adds: “Partnering with Avery Dennison as our official name and number partner represents a significant step forward for Mainz 05. We're bringing the same world-class quality used by elite sports organizations globally to our supporters, while pioneering in-venue customization technology in German soccer. This is about giving our fans what they’ve been asking for: instant, professional-quality customization that turns every jersey into something truly their own. It's innovation that strengthens supporter loyalty while creating new opportunities for the club.”

In addition to its work with Mainz 05, Avery Dennison has established an impressive portfolio collaborating with leading soccer leagues across the globe, such as the English Premier League, LALIGA, Liga Portugal and MLS, as well as Spanish and European powerhouse Real Madrid. Partnerships include US sports teams, such as the NFL 2025 championship-winning Philadelphia Eagles, San Francisco 49ers and Dallas Cowboys. Collaborations also extend to the NBA's Cleveland Cavaliers, as well the NHL and MLB.