MLS extends license agreement with Avery Dennison

Major League Soccer (MLS) has extended its licensing agreement with Avery Dennison, ensuring it remains the official supplier of names, numbers and jersey sleeve logos across all 30 MLS clubs.

The renewed partnership will see Avery Dennison continue to support both matchday and retail operations with its Embelex apparel embellishment portfolio, helping clubs deliver consistent branding while streamlining in-venue customisation and supply chain efficiency.

Since the partnership began in 2019, Embelex has enabled fans to personalise jerseys with their chosen names, numbers or messages, creating unique products and enhancing the matchday retail experience.

Rachel Hoagland, senior vice president of consumer products at MLS, said: “A customised jersey is more than merchandise; it’s an expression of fandom and identity. We’re excited to extend our relationship and continue exploring new ways to bring fans closer to the sport and players they love.”

The agreement also paves the way for new digitally connected fan experiences through MLS-branded embellishments, supporting the league’s drive to deepen supporter engagement.

Sergio Shmilovitch, vice president and general manager of Embelex at Avery Dennison, said the partnership reflects MLS’s “fan-first mindset” and commitment to innovation, adding that the company’s branding and customisation expertise will help the league unlock new revenue opportunities while expanding digitally enabled fan experiences.

Alongside MLS, Avery Dennison supplies apparel branding solutions to a number of leading global sports organisations, including the Premier League, LALIGA, Liga Portugal and Real Madrid, as well as teams across the NFL, NBA, NHL and MLB.