Avery Dennison develops connected rugby jersey for British & Irish Lions

Avery Dennison has partnered with Canterbury to launch the British & Irish Lions’ connected rugby jersey. The jersey features an embedded NFC 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 part of Avery Dennison’s innovative approach to bridging the physical and digital realms.

Fans can purchase the connected replica jersey and unlock unique experiences by tapping the NFC chip located at the bottom of the shirt, which links to the Connected Fanatics platform, The Lions Clubhouse. This pioneering initiative, ahead of the highly anticipated Qatar Airways Lions Men’s Series 2025, aims to deepen fan engagement.

Avery Dennison will supply NFC-enabled labels that link to the Connected Fanatics Lockerroom platform, giving fans direct access to exclusive content. The official kit supplier, Canterbury, 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 of 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’re 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 Avery Dennison’s end-to-end digital consumer engagement products, demonstrating how physical products like jerseys can be transformed into powerful tools for deeper fan interactions.

‘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 jersey,’ 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.’