Avery Dennison was recently named the global licensee of F.C. Barcelona’s name and numbers shirt customization.

Avery Dennison products include names, numbers, crests, woven labels and specialty trims, and the company is already a provider for a number of the top clubs in La Liga and 90% of clubs in the English Premier League. Additionally, over 80% of the national team jerseys worn by teams in Russia this summer featured Avery Dennison products, ranging from team crests to brand protection elements.
 
Printed Electronics Now spoke with Nikita Jayasuriya, global director, head of team sports at Avery Dennison, regarding the heat transfers and RFID technology used in the La Liga squad’s jerseys.
 
PE: How are the heating transfers and RFID technology being implemented?
 
Jayasuriya: “Heat transfers are used to apply the names and numbers to the back of jerseys both on and off the pitch. The names and numbers have a proprietary, aerated enhancement to ensure they are extra breathable, which can help improve player performance.
 
“Radio frequency identification is currently being used for stock management of the supply of the names and numbers to ensure the FCB shops are fully stocked with our heat transfers. The RFID technology we use to package and track our embellishments is a game changer in the sports supply industry and can help increase retailers’ revenue.
 
“The time from which products are supplied from our factories to a store for purchase is reduced dramatically and retailers have visibility of when the product will arrive, so 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 labeler products, global compliance, intelligent labels and brand security solutions.” (For video, click here). 
 
PE: Is it strictly for retail purposes?

Jayasuriya: “We supply direct to retailers and regional distributors for them to supply direct to customers.”
 
PE: Is there a plan to use other technology to connect the fans/customers to the brand?
 
Jayasuriya: “Avery Dennison’s Janela solution enables apparel and footwear products to have a unique, serialized label, which drives personalized and relevant consumer experiences.
 
“Our vision for team sports is that each garment is designed with a unique digital identity that allows fans and customers to connect to the physical product via their mobile device. The experience they receive is controlled by an intelligent rules engine, based on their location and preferences. This means fans can use the jersey for several benefits in the form of game-day experiences, product authentication, fan registration and tiered loyalty programs.
 
“To make this experience a reality, clubs would have to incorporate the use of smart technologies such as QR codes or Near Field Communication into the design of their jerseys and products.”  
 
PE: What differences can be seen in these enhancements, such as the aerated one on the jersey numbers?
 
Jayasuriya: “The aerated numbers help players by letting moisture and heat travel through the breathable heat transfer. This also complements the breathable fabric of the kit to which they are applied.”
 
PE: What are the biggest benefits of having RFID-equipped jerseys?
 
Jayasuriya: “One of the biggest benefits is inventory management, e.g. ensuring all products are fully stocked in a retail location. If you went to a store for a personalized jersey and they weren’t stocked with a certain letter – say J for James – then the club and retailer could lose out on a sale as they would not be able to personalize a jersey. Ensuring product is fully stocked is key for fans and retailers alike as neither wants to be disappointed, a retailer in a lost sale and a fan being unable to purchase the product.”
 



Photos courtesy Avery Dennison