Premier League Asia Trophy to debut smart-technology badge

11 Jul 2019

By: Sport Industry Group

Global branding and labelling manufacturer Avery Dennison has designed a new smart-technology sleeve badge for this month’s Premier League Asia Trophy.

It will mark the first time that the pre-season tournament has trialled the technology which allows fans to engage with matches in a customised experience.

Fans will be able to scan the new badge on their shirts to discover information on how they can enter competitions to win Premier League Asia Trophy tickets. 

Supporters wishing to take part in the initiative can use the #MyADPremierLeagueTrophyAsiaTrophyshirt hashtag on their Weibo social media accounts.

Avery Dennison last month agreed a three-year deal to become the new names, numbers and sleeve badge supplier for the Premier League and teamed up with Chinese artist Zhijun Wang on the custom-made sleeve badge. 

The Premier League Asia Trophy, which this year will be contested by Manchester City, Newcastle United, West Ham United and Wolverhampton Wanderers, will be the first time that Avery Dennison’s products are used in an official Premier League capacity. The tournament will feature matches in the Chinese cities of Nanjing and Shanghai.

On the design of the new sleeve badge, Wang said: “I wanted it to match the style of the original Premier League logo, so I designed a unique typeface for the Chinese characters that read ‘China’, based on a similar pattern to that of the Premier League. Behind the Premier League lion, there is a waving flag, showing the unity in the sport.

"This year will be the ninth edition of the tournament and the second to be held in mainland China after Beijing hosted it in 2009. It's the first time a new Chinese logo will be used in the Premier League Asia Trophy and I am proud to be part of that."

Rishi Pardal, Vice-President and General Manager of RBIS Apparel Solutions at Avery Dennison, added: “Our aim was to produce an Asia Trophy badge that feels unique to China, and we are excited to have partnered with Zhijun, who brought a cultural authenticity to the project.”

Avery Dennison will host a range of customisation events across Nanjing and Shanghai during the week of the tournament to showcase the technology.

Avery Dennison produces its Premier League products at its specialised low-carbon facility in western Norway, and at a state-of-the-art facility in Vietnam.