MLS extend Avery Dennison kit licensing deal
Major League Soccer has extended its licensing agreement with Avery Dennison, keeping the company as the league’s official supplier for names, numbers and sleeve logos across all 30 clubs.
Major League Soccer has renewed its licensing agreement with Avery Dennison, extending the company’s role across matchday and retail kit customisation.Avery Dennison will remain the official licensee for names, numbers and jersey sleeve logos across the league’s 30 clubs.MLS senior vice-president of consumer products Rachel Hoagland said: “Our work with Avery Dennison has helped create more meaningful ways for fans to connect with their clubs through personalisation.“A customised jersey is more than merchandise, it’s an expression of fandom and identity. As supporters increasingly seek products that reflect their personal connection to the game, Avery Dennison has been a valued partner in helping us deliver those experiences.“We’re excited to extend our relationship and continue exploring new ways to bring fans closer to the sport and players they love.”Avery Dennison has provided embellishments to MLS clubs since 2019 through Embelex, its apparel branding and personalisation platform.The extension covers both on-pitch use and retail operations, supporting consistency across player kits, club stores and in-stadium customisation.The deal is commercially relevant for MLS because personalised shirts remain a key merchandise product, particularly as the league prepares to capitalise on heightened football interest around the 2026 FIFA World Cup.In-venue personalisation can also turn matchday retail into a higher-value fan experience, allowing supporters to buy customised products at stadiums rather than only through online or third-party retail channels.Avery Dennison said the agreement would support labour optimisation inside venues, improve supply-chain efficiency and create further opportunities for digitally enabled fan engagement.The MLS logo embellishment also creates scope for interactive features and connected product experiences, extending the value of kit details beyond visual branding.Avery Dennison vice-president and general manager for Embelex Sergio Shmilovitch said: “Soccer fans crave more creative ways to show passion and loyalty to their club.“This partnership is testament to the fan-first mindset of MLS, as well as its commitment to innovation and excellence.“By harnessing our global expertise in delivering high-quality branding and customisation solutions, MLS is able to pursue new revenue opportunities and explore the ever-increasing possibilities of digitally enabled fan engagement.”The agreement strengthens Avery Dennison’s football portfolio, which also includes work with the Premier League, LaLiga, Liga Portugal and Real Madrid.The company also works across several major US sports properties, including NFL, NBA, NHL and MLB teams.MLS will continue to use Avery Dennison’s embellishment and personalisation systems across club retail, stadium retail and official match kit operations under the extended agreement.