There has been a digital revolution when it comes to sports memorabilia. The use of smart embellishments, QR codes and NFC is allowing fans to become closer with their favorite teams, while the teams can offer their fans special content.

A perfect example can be found in the partnership between the UK Premier League’s Wolverhampton Wanderers, or Wolves as they are best known, and Avery Dennison.

A little bit of history here: The Wolves came to the US in 1967 to promote football (soccer). The results of the trip have been made into a documentary by the Wolves Studios titled “1967: When LA Wolves Conquered the USA.” It is available on the LA Wolves’ microsite (link needed).

In conjunction with the documentary, the Wolves have brought in Avery Dennison to create a limited edition, digitally connected jersey. With this jersey, fans will be able to scan the official smart embellishments to reveal a unique Wolves experience for fans attending the premiere of the documentary in Los Angeles and the UK.

Avery Dennison will also personalization names and numbers at the events through Avery Dennison’s Embelex, a suite of solutions for on-garment branding used by sports teams globally. Simon Allen, EU aftermarket commercial director at Avery Dennison, noted Avery Dennison has provided team names, numbers and sleeve badges for the UK Premier League, both in stores and on the pitch, since 2019.

“More recently, through our Embelex suite of solutions for on-garment branding, the company has ventured into US sports as official embellishment providers of the NBA’s Sacramento Kings and Cleveland Cavaliers, as well as the NFL’s San Francisco 49ers,” added Allen. “Our offering for some of these teams has included the use of digital embellishments that fans can scan using devices like their phones to access online content and unique experiences. 

“The sporting world is a dynamic space where scannable technologies like QR codes, smart embellishments and Near Field Communication (NFC) are powerful conduits for sports fans looking to engage on a deeper level with the teams they love,” he noted. “Digital triggers bridge the physical and online realms, taking a jersey that is already a symbol of fan loyalty and turning it into a portal to a world of possibility. They also dovetail with emerging concepts such as the metaverse which are gaining traction in the sports world, while integrating with contemporary technology like apps that businesses and teams are increasingly using.”

Allen pointed out that utilizing digital trigger capabilities is a growing trend for sports teams.

“Teams are using digital triggers on garments to drive marketing campaigns, authenticate products, raise awareness about global issues and charitable initiatives, and connect with their loyal fans both on and off the field,” Allen reported. “It’s the next stage in the evolution of the fan journey.

“Using digital triggers also offers teams a powerful resource – data. They can analyze how fans interact with digital experiences and use this information to better understand their fanbase and tailor their offering,” he added.

For example, digital triggers can provide access to anything from non fungible tokens to merchandise discounts. Last year, Premier League team Brentford United used a jersey QR code to direct fans to an instructional CPR video to promote Resuscitation Council UK’s “Restart a Heart” campaign.

Allen added that these digital triggers are not limited to clothing.

“Digital triggers are becoming a common sight in stadiums for interactive zones and logistical purposes such as ticketing to improve the experience,” Allen noted. “Perth Heat, Australia’s top baseball team, is now even using QR codes displayed on screen during streams and on social media to offer fans Bitcoin every time a player scores. The technology is here; the only limitation is the imagination. The best part is that it’s dynamic, meaning the online destination fans arrive at can be altered to enhance or change the experience.”

For example, Allen [pointed out that Wolves fans who own a digitally-connected jersey will have access to curated online content tailored to them for a unique experience. Fans whose passion extends beyond the stadium will be able to stay tuned into the Wolves world, and this can be accessed at the scan of a trigger, anywhere, anytime. 

Allen said it’s been a pleasure working with the Wolves team on the activation project as it’s been a smooth process from the outset.

“With any project that requires physical assets, it’s always important that they are ready to go on the day,” Allen said. “In the case of this project, this meant having the jerseys ready, the heat transfers on kits complete and the digital triggers activated. Thanks to our global production facilities across Europe, Asia and the U.S., this has not been an issue.”

Russel Jones, GM – marketing and commercial growth at Wolves, said the project has been a success.

“Avery Dennison is a long-standing partner of Wolves and the Premier League,” said Jones. “Their progressive approach to design and on-garment embellishments made them the perfect partner as Wolves looked to tell one of the most exciting stories in our 146-year history.

“We are absolutely delighted with how Avery Dennison have reimagined the jersey,” Jones added. “We think it brings together the nostalgic feel of early US soccer apparel with a modern twist. We look forward to introducing more fans to the product when the full film – 1967: When LA Wolves Conquered the USA – comes out at the end of September.”

Allen said this is a trend that should continue to expand into new teams and sports.

“The world is becoming more digitized by the day, and data is playing an increasingly prominent role in how sports teams understand and engage with fans,” Allen concluded. “Teams who keep their ear to the ground will be well-placed to capitalize on new opportunities coming down the track. While ideas like the metaverse are still in their youth, the potential of the online realm is limitless.”