The Dallas Cowboys and Avery Dennison have announced a new partnership focused on enhancing fan engagement through innovative, smart heat transfer embellishments and digital labels embedded in fanwear.

This partnership includes the creation of customizable and personalized jerseys, providing fans the opportunity to showcase their creativity through bespoke embellished merchandise.

Avery Dennison’s Embelex product portfolio, renowned for its sustainable and innovative options for personalization in the global team sports market, will play a pivotal role in this partnership. Embelex is already trusted by prestigious sports clubs and leagues worldwide, such as the English Premier League, Real Madrid, MLS, MLB and NHL.

The Dallas Cowboys, often referred to as “America’s Team,” are not only a football powerhouse but also a global sports business juggernaut. Forbes consistently ranks the Cowboys as the most valuable sports team in the world, while Sportico estimated the Cowboys’ valuation at $10.32 billion in their recent 2024 NFL Team Valuation report, #1 in the NFL and the first professional sports team in the world to be valued over $10 billion. This immense value is driven by their extensive fan engagement efforts, strategic partnerships, and innovative business practices.

Fans of the Cowboys can anticipate purchasing merchandise that offers exclusive enhanced content experiences. Avery Dennison’s smart embellishments and digital labeling can be effortlessly scanned via smartphone cameras, enriching the fan experience with access to premium content unavailable online. This merchandise will be featured at Cowboys Customs pop-up stores at the training camp, The Star team store, and AT&T Stadium.

The partnership marks another milestone in Avery Dennison’s ongoing commitment to enhancing fan engagement through team apparel innovations. Leveraging their advanced on-garment branding technology, Embelex, Avery Dennison enables sports teams and brands to forge deeper connections with fans through the use of digital triggers, moving beyond the confines of the venue. The Dallas Cowboys will join this initiative, providing fans with the opportunity for on-site customization and personalization of apparel during home games, using the latest heat transfer technology.

Steve Mason, VP/GM Aftermarket & Embelex at Avery Dennison, states, “Our proud embellishment partnership with the Dallas Cowboys provides us with a unique platform to showcase our innovative Embelex technology, allowing fans to engage with their favorite team in unprecedented ways. We are excited to see the creativity that fans will bring to their customized merchandise. This partnership embodies our commitment to innovation, sustainability, and enhancing fan experiences both on and off the field.”

“The customization and digitally-embedded opportunities that Avery Dennison brings to this partnership are game-changers for fans and our merchandise platform,” adds Dallas Cowboys Merchandising COO Tim Burkhart. “Expanding fan engagement through innovation is a core focus for us, and this partnership is a clear reflection of that effort. Having Avery Dennison and their Embelex product portfolio as part of our operation provides industry-leading features, connectivity and technology to enhance our merchandise experience in an all-new way that we’re excited to provide our fans.”