Team jerseys can become means of interaction, payment, and digital engagement with fans

A club's jersey is already a symbol of belonging and passion. More than just a uniform, this garment is also on the verge of becoming a means of interaction, payment, and digital engagement with fans. This is explained by Alexsandro Franco, New Business Development Manager for Solutions at Avery Dennison for Latin America.

The company, which already offers customization and performance solutions used by major clubs and sports brands worldwide through its Embelex line – a global leader in providing names, numbers, emblems, and special finishes – is now advancing to a new level: integrating digital technologies such as RFID and NFC into garments, creating so-called “smart jerseys.”.

“The digital generation fan wants to participate, create, share, be part of the team's history. And smart jerseys are the perfect channel for this. They allow the fan to live this experience inside and outside the stadium, and allow clubs to expand their presence and revenue opportunities. Today we can already customize, automate, and make the production process more sustainable. The next step is to connect the garments digitally, turning each jersey into a point of direct interaction with the fan,” explains the executive.

Frictionless payment and facilitated access

Currently, Alexsandro explains that RFID technologies are already used by clubs and brands for inventory control and traceability. But the potential goes further. In the coming years, the company bets that the same features will enable cardless payments and access in stadiums and stores.

“Soon, it will be possible to access the stadium, enter exclusive areas, or make purchases just by bringing the jersey close to a reader. We are talking about convenience and speed at an unprecedented level. The goal is for the garment to become a unique access key, more practical, secure, and integrated into the fan's journey,” he details.

Real-time personalization: what already happens and what's coming

According to the executive, solutions like those from Embelex already allow fans to personalize jerseys and uniforms in real time; a service available in official club stores and sports arenas. However, the trend is for this experience to evolve, with more automated processes, integration with digital platforms, and hybrid experiences.

“Today, the fan can already create their jersey at the point of sale, with name, number, and finishing in minutes. In the future, this personalization will be connected to a digital profile, allowing the inclusion of exclusive content, benefits, and even collectible items linked to the garment. Each jersey will tell a unique story,” comments Alexsandro.

Digital connection beyond the stadium

Digital triggers are already being tested in different markets. QR codes and NFC tags applied to jerseys allow fans to access videos, activations, and interactive experiences directly via their smartphones. In the coming years, this technology is expected to consolidate and gain new functions, such as integrated loyalty programs, access to benefits, and digital collectible products.

“The game doesn't end with the final whistle. With connected jerseys, the fan can experience the brand at home, on their phone, or on social media. It's a new type of relationship, more emotional and continuous, which enhances the product's value and the bond with the club. They are exclusive and immersive experiences, built around purpose, personalization, community, and exciting collaborations. For the fan who is passionate about this atmosphere, there is nothing more satisfying,” states the executive.

Data and intelligence: the new playing field

Behind the smart jerseys, Franco explains that there is a data ecosystem that transforms each garment into a source of information and relationship. The digital tags from Embelex, for example, function as physical triggers (via NFC, QR code, or digital watermark), connected to the data platform atma.io, from Avery Dennison. This integration allows tracking products, understanding consumption habits, and creating personalized experiences.

“Data is the heart of this new model. Each interaction generates insights about preferences, behavior, and engagement. With this, clubs and brands can offer tailored content and services, from loyalty programs to purchase recommendations. The technology ceases to be merely aesthetic and becomes strategic,” he explains.

In addition to data intelligence, the platform enables customized applications for brands and teams – such as proprietary apps, real-time activations in the stadium, immersive experiences in stores, and communication campaigns based on the consumer's decision moment. “When we integrate the physical and digital, we create a living ecosystem, where each fan is unique and every interaction is an opportunity for value. It's the perfect union of technology, emotion, and purpose,” adds the executive.

Sustainability integrated with innovation

Sustainability is already a reality in much of the solutions developed by the company, especially in the sports line, which uses recycled materials, sublimation processes, and laser cutting that reduce the consumption of natural resources and waste throughout the chain. The current advancement is in expanding the use of low-impact materials and integrating traceability via RFID into these initiatives, allowing brands and consumers to know exactly the origin, lifecycle, and environmental impact of each garment.

“Innovation cannot proceed without responsibility. We already offer high-performance solutions with lower environmental impact, and the next step is to use digitalization to bring transparency to this entire process. We want each jersey to have a unique identity and also a clear purpose,” emphasizes Franco.

Unlimited connectivity, infinite possibilities

With global scale, flexible production, and a constantly expanding innovation ecosystem, Avery Dennison is already paving the way for a new chapter in sportswear, where jerseys, clubs, and fans will be permanently connected.

“The future of sports jerseys lies in uniting technology, purpose, and emotion. They will be more than clothing items; they will be living platforms for interaction. It is on this horizon that we are investing, with the confidence that sport can be the starting point for new forms of human connection,” concludes Alexsandro.