Avery Dennison donates to #PlayersTogether campaign

Thursday, June 25, 2020

By: Sport Industry Group

Throughout the ongoing coronavirus crisis, Sport Industry Group is using our Cutting Edge Sport section to highlight the innovations, initiatives and ingenuity of the sport industry as it aims to help solve the issue and save lives.

Avery Dennison, the official name, number, and sleeve badge supplier for the Premier League, has pledged to donate to the #PlayersTogether fund to help in its support of NHS workers and the Stephen Lawrence Charitable Trust.

The sportswear branding and labelling manufacturer produced the shirts which saw player names replaced by ‘Black Lives Matter’ as well as displaying an NHS chest patch and a Black Lives Matter sleeve badge.

The #PlayersTogether fund was launched following conversations between each of the captains from the Premier League clubs and has raised millions to support NHS workers on the frontline.

After all Premier League players ‘took the knee’ before each of the games in the restarted season so far, it was confirmed that the match-worn shirts will be auctioned off by players to raise money for the Stephen Lawrence Charitable Trust, which exists to tackle inequality in all forms.

Watford forward Troy Deeney was one of the club captains who led the discussions with the Premier League around how players can show that they are united against racial prejudice. He said: “We want to continue to use our position to support causes the players feel strongly about. It is important that we use our platform for good and make it clear there is no room for racism in our game or anywhere. On behalf of the players, I would like to thank Avery Dennison for their donation and for their support in producing the badges and lettering for our match shirts.”
Michael Barton, vice president at Avery Dennison RBIS, said “Avery Dennison is a proud partner of the Premier League and we are honoured to produce and supply these specialized badges and letters. We look forward to making a financial donation to support the #PlayersTogether fund and the great work being done by Premier League players.”

According to the company, over 21,000 letters, and 2,500 patches for each embellishment (both Black Lives Matter and NHS) were used for the shirt sleeves and name blocks across first 12 games. It is estimated that somewhere between 10,000 and 11,000 units of each badge will be needed to complete all 92 matches of the Premier League's Project Restart.