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Real Madrid Press Release


Avery Dennison and Real Madrid sign a deal to spread sustainability across football and basketball

01 July, 2020

Real Madrid CF has signed a long-term partnership with global sportswear branding and labeling manufacturer, Avery Dennison, to provide environmentally friendly names and numbers for players and retail, starting next season.

The agreement with the 13th UEFA Champions League and 10th Euroleague Copa de Europa winners will see Avery Dennison use advanced ink and printing technology, and precision robotics to provide high-performing heat transfer solutions, while significantly reducing waste.

Real Madrid names and numbers will be produced annually at Avery Dennison’s specialized low-carbon facility in western Norway. This factory uses precision laser cuts meant to reduce waste before the products are packed by specialized automated systems and shipped to club shops and other retailers globally.

Michael Barton, vice president and general manager, global commercial at RBIS Avery Dennison, said: “We are proud to produce the names and numbers for one of the biggest names in club football and basketball. Sustainability is an important aspect of what we do at Avery Dennison, and it is important for us to work with leagues and teams that have the same values.

“Real Madrid shares our commitment to reducing waste and single use plastic, and we look forward to supporting the club in its global growth.”

Deploying Avery Dennison’s RFID technology, the program will also reduce the risk of inventory shortages while reducing waste across the supply chain. The technology will provide visibility of inventory from the point of manufacture through to the retail outlets, helping to manage stock levels and ensure that fans can count on having their favorite player printed on the back of the shirt of the best club of the 20th century.

Avery Dennison’s products include player names, numbers, crests, woven labels, brand protection and specialty trims, establishing it as a leading provider across professional sports leagues, clubs and brands worldwide.

The full range of customized Real Madrid CF products will be available on for distributors and retailers to sell the official names and numbers to fans worldwide.



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