Avery Dennison & Eventshop launch digital fan experiences

Avery Dennison has partnered with Eventshop to launch digital fan experiences linked to apparel and other physical products. The tie-up centres on Eventshop's mem-re platform.

The arrangement combines Avery Dennison's Embelex connected embellishments with Eventshop's digital platform, allowing users to tap an NFC-enabled label or scan a QR code with a smartphone to access content and offers. The system is designed for use in stadiums as well as across sports, entertainment, hospitality and retail settings.

Under the model, a jersey, pair of trainers, workwear item or other tagged product becomes a gateway to digital content. This can include behind-the-scenes footage, interactive polls, early access to selected offers and personalised rewards.

Content on the platform is managed through mem-re's content management system, which uses AI tools to help create and update material. The set-up also gives brands and venue operators data on how fans and consumers engage with the digital features.

The partnership reflects a broader push by sports and entertainment groups to turn physical merchandise into ongoing digital touchpoints. Rather than treating a shirt or souvenir as a one-off sale, clubs, venues and brands are increasingly looking for ways to drive repeat interactions after a purchase or event attendance.

Avery Dennison is best known for materials and identification technologies used in labelling, packaging and connected products. The company employs about 35,000 people in nearly 60 countries and reported 2025 sales of USD $8.9 billion.

Eventshop focuses on fan engagement technology and says its mem-re system has been used across sports, music and entertainment properties. Its offering includes commemorative ticket products and digital experiences linked to physical keepsakes.

Broader use

While the immediate emphasis is on fan engagement, the companies described a broader commercial scope for the partnership. The same approach could be applied across live events, hospitality, sports, entertainment and apparel, with the connected item serving as a gateway to tailored digital interactions.

That may appeal to brands seeking more direct relationships with consumers as first-party data becomes more valuable. By linking a physical item to a digital destination, companies can track when and how customers interact, then adjust content or offers over time.

For Avery Dennison, the deal expands the role of its connected product technology beyond supply chain and product identification into marketing and audience engagement. For Eventshop, it provides access to a larger manufacturing and brand network.

Sergio Shmilovitch outlined how Avery Dennison sees demand developing across different product types.

"There is undeniable growing demand for digitally enabled embellishments. The range of activations is exciting, spanning beyond jerseys to include sneakers, workwear or any material with a digital trigger. This strategic partnership shows our commitment to innovation, effectively turning physical embellishments into routes for dynamic, highly engaging digital marketing platforms," said Sergio Shmilovitch, Vice President/General Manager Embelex, Avery Dennison.

Spencer Combs said the companies see applications beyond sport alone.

"With deployment opportunities across live events, hospitality, sports, entertainment and apparel brands, the mem-re platform reimagines the fan and consumer experience. Avery Dennison's size, scale and expertise make it the perfect partner to open up a new world of possibilities for innovative, fan-first teams and brands," said Spencer Combs, Chief Executive Officer & Founder, Eventshop & mem-re.