Avery Dennison become official name and number partner of Mainz 05

February 5 – Avery Dennison has officially pushed into the Bundesliga market, announcing an exclusive partnership with Mainz 05 that ‘puts personalised kit front and centre of the matchday experience’

The agreement sees the company become Mainz’s official name and number partner, introducing in-stadium heat transfer customisation that allows supporters to personalise shirts on demand at the MEWA Arena.

It marks Avery Dennison’s first club partnership in German football and potentially lights the spark for merchandise innovation at mid-to-upper tier European clubs.

At the heart of the collaboration is Avery Dennison’s Embelex solution portfolio. The company says that two interactive fanzone touchscreens have been installed inside Mainz’s stadium, each linked to bonding machines equipped with an Accurate Alignment Projector System. This will give fans the power to select names, numbers or bespoke messages and have them applied within minutes, effectively turning the club shop into a live activation rather than a static retail space.

For Mainz, the appeal is twofold. Personalisation typically drives higher price points, while in-venue fulfilment keeps revenue on site rather than pushing fans toward online alternatives – particularly important for a club like Mail operating outside of Germany’s financial elite.

“Fans are demanding more creative and expressive ways to show their loyalty, elevating customisation to the top of the league,” said Sergio Shmilovitch, vice-president and general manager of Embelex at Avery Dennison. “By harnessing our global expertise in delivering high-quality branding and customisation solutions, Mainz 05 is able to pursue new revenue opportunities while enabling fans to express their dedication and passion in their own unique way.”

Mainz see the move as both a commercial and cultural shift. “Partnering with Avery Dennison as our official name and number partner represents a significant step forward for Mainz 05,” said Thomas Bohner, the club’s head of merchandise. “We’re bringing the same world-class quality used by elite sports organisations globally to our supporters, while pioneering in-venue customization technology in German soccer.’

Avery Dennison has already built a substantial football footprint, equipped with long-standing relationships across the Premier League, LaLiga, MLS and Liga Portugal, alongside work with Real Madrid.

Contact the writer of this story, Harry Ewing, at moc.l1770305386labto1770305386ofdlr1770305386owedi1770305386sni@g1770305386niwe.1770305386yrrah1770305386