Avery Dennison teams with Eventshop to expand connected fan experiences

Avery Dennison has partnered with Eventshop to combine its Embelex connected embellishment technology with Eventshop’s mem-re digital platform, enabling sports teams, brands, and venues to deliver interactive experiences through NFC- and QR-enabled apparel.

The collaboration allows consumers to tap an NFC-enabled label or scan a QR code with a smartphone to access digital content, including exclusive videos, interactive polls, VIP offers, rewards, and personalized experiences. Content is managed through Eventshop’s mem-re platform, which includes AI-powered content creation tools and analytics designed to help brands measure consumer engagement.

While the initial focus is on sports and live entertainment, the companies said the technology can also be applied to footwear, workwear, hospitality, and other branded products.

“This strategic partnership shows our commitment to innovation, effectively turning physical embellishments into routes for dynamic, highly engaging digital marketing platforms,” says Sergio Shmilovitch, vice president and general manager of Embelex at Avery Dennison.

According to the companies, the partnership combines Avery Dennison’s manufacturing capabilities with Eventshop’s digital engagement platform to create connected physical products that extend consumer interaction beyond the point of purchase or event.

The announcement reflects the continued evolution of connected packaging and apparel, where RFID, NFC, and other digital technologies are increasingly being used not only for product authentication and supply chain visibility, but also to strengthen brand engagement and deliver personalized consumer experiences.