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An exciting partnership see the British & Irish Lions’ first ever connected rugby jersey. This garment features an embedded NFC (near field communication) chip, enabling fans to tap their smartphone and instantly access exclusive digital content, offering a new, immersive way to connect with the team.
The connected jersey marks a first for the Lions and is an innovative approach to bridging the physical and digital realms. Fans can purchase the connected replica jersey and unlock experiences by tapping the NFC chip located at the bottom of the shirt that links to the Connected Fanatics platform – The Lions Clubhouse.
As a leading provider of digital ID technology, Avery Dennison is expanding into rugby for the first time, partnering with Canterbury and Pentland Group to deliver an interactive fan experience that brings supporters closer to the action in collaboration with Connected Fanatics, The British & Irish Lions and Howden. The company will supply NFC enabled labels that link to the Connected Fanatics Lockeroom platform, giving fans direct access to exclusive content. Canterbury, the official kit supplier, will integrate the technology into the Howden sponsored jerseys.
‘This connected jersey is a testament to the power of digital innovation in sports merchandising,’ said Steve Mason, vice president and general manager, Embelex by Avery Dennison. ‘By embedding NFC technology into the iconic Lions jersey, we can give fans an immersive, next level experience that keeps them engaged well beyond match day. We are thrilled to launch this product in collaboration with Canterbury, setting a new benchmark for fan engagement in rugby.’
‘Partnering with Avery Dennison and Connected Fanatics to bring the jersey to life demonstrates our commitment to pushing the boundaries of fan engagement,’ said Simon Rowe, vice president of sports marketing at Canterbury. ‘This jersey is a gateway to ongoing interactive experiences that bring fans closer to The British & Irish Lions wherever they are.’
This partnership showcases end to end digital consumer engagement solutions, demonstrating how physical products like jerseys can be transformed into powerful tools for deeper fan interactions. As the sports landscape becomes increasingly digital, Avery Dennison’s connected jersey technology offers a glimpse into how teams and brands can build more meaningful, lasting relationships with their supporters.
‘The famous red jersey is a crucial part of the Lions DNA, and I have no doubt that the players and our supporters all around the world will enjoy wearing this,’ said Ben Calveley, CEO of The British & Irish Lions. ‘Our amazing fans are a core part of what makes a great Lions Tour, they were dearly missed in South Africa in 2021, but we will now be more connected with them than ever before thanks to this innovative new design and exciting digital experience. We look forward to seeing this jersey from the iconic Sea of Red next year across Australia, in Dublin, and in homes and clubs all over the UK and Ireland.’
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