Avery Dennison has agreed a multi-year partnership with American football giant the New York Jets.
The move sees Avery Dennison named ‘Official Embellishments Partner of the New York Jets’. The partnership will provide the opportunity for the two organisations to collaborate through fan-enhancement platforms in the UK and America.
Jeff Fernandez, Jets VP, business development + ventures, said, “We’re excited to partner with an industry leader such as Avery Dennison. The Jets pride ourselves on collaborating with innovative companies, expanding our partnerships globally, and providing our fans the best experiences. We look forward to this opportunity to creatively weave Avery Dennison into many of our fan engagement initiatives.”
As part of the partnership, Avery Dennison will be the presenting partner of the Jets first-ever Black Friday game against the Miami Dolphins at MetLife Stadium. To commemorate the game, Avery Dennison will be giving away a limited edition Black Friday Football patch. All fans who attend the game will also receive an Avery Dennison branded rally towel that includes an exclusive Jets Shop discount.
For the UK fanbase, Avery Dennison will be the presenting partner of three Jets Watch Parties in the UK for fans to come together and watch the team live during the season. Watch Parties will be held Friday, November 24th at The Bierkeller Manchester, and Sunday, December 10th in Leeds, and will feature Avery Dennison giveaway items including a Jets and Avery Denison branded scarf. A previous watch party was held in Leicester in September.
Steve Mason, VP and general manager, Embelex at Avery Dennison, commented, “The NY Jets will be a strategic partner to Avery Dennison’s continued growth in sport in the United States. We look forward to working hand in hand with their entire organisation to add value to the fan experience through our Embelex product solutions, including but not limited to digitally enabled fanwear that can provide new consumer engagement opportunities for both of our great brands.”
Avery Dennison will also be partnering with the Jets on an NFL Draft fan activation with giveaways utilising Avery Dennison’s proprietary digital solutions, beginning in 2024.
The Jets were awarded international marketing rights to the UK in 2022 as part of the NFL’s Global Markets Program initiative. The initiative provided all 32 NFL clubs the right to pursue and bid on international markets with the goal of globally expanding the sport.
