Avery Dennison extends San Francisco 49ers collaboration with enhanced technology

Avery Dennison has extended its partnership with the San Francisco 49ers to enable the latter to transition from traditional brand awareness marketing to a new era of digital connection between fans, sponsors, and the team. It is leveraging its atma.io connected product cloud platform for the same. This enables deeper engagement, data-driven insights and dynamic brand experiences uniquely tailored to every fan’s journey. 

The multi-year agreement builds on the original digitally connected merchandise program, establishing Avery Dennison as the 49ers' exclusive partner for cutting-edge embellishment and personalization technology. The latest evolution of the partnership further leverages Avery Dennison’s Embelex offering portfolio.

The partnership extension arrives at a pivotal moment, as Levi’s Stadium prepares to host an exciting lineup of global football and soccer events in 2026. These initiatives are designed to elevate the stadium’s international profile and provide unparalleled opportunities for fans from around the world to engage.

Over the course of the partnership, Avery Dennison and the 49ers aim to enhance the gameday experience by adding personalized ball engraving services. These custom, unique footballs will celebrate fans’ experiences at Levi’s Stadium and their history as members of the team’s loyal fan base.

'This partnership shows how far fan engagement has come,' says Steve Mason, vice president/general manager, commercial and embelex, Avery Dennison. 'It used to be about buying a jersey off the rack. Now, with on-demand customization and digital patches, fans can create something personal and interactive; a memento that connects them to a moment, a season, even the community around the team.'

'From the start, the 49ers and Avery Dennison have worked together to deliver an elevated fan experience through innovative retail technology,' added Kevin Hilton, vice president of corporate partnerships at the 49ers. 'Together, we’ve leveraged Avery Dennison’s digital capabilities to create impactful business solutions for our fans, our organization, and our corporate partners - and we look forward to expanding those integrations in the future.'

The move also establishes a framework for continuous innovation, ensuring the program remains at the forefront of sports technology. This includes expansion through existing 49ers sponsors, as well as exploring new possibilities for digitally enabled experiences by extending smart technology beyond traditional merchandise to create even more opportunities for fan engagement.