Unlocking Digital Fan Engagement Through Smart Embellishments

To celebrate Karim Benzema’s Ballon d’or win, Embelex worked with Real Madrid C.F. and Adidas to produce this commemorative name and number transfer which was sold through Adidas stores or in the official club stores. The transfer is scannable using the Avery Dennison Smart Reader application (which can be downloaded for free in your app store) and it unlocks Karim Benzema highlights.

To win, fans had to scan the LALIGA sleeve patch using the Avery Dennison Smart Reader app and to answer the El Clasico trivia questions. 

The Smart Reader is available to integrate into your club app, giving you a gateway to unlimited digital fan engagement experiences via our digitally enabled triggers.

Embelex created a smart embellishment iron-on patch that comes with each and every bottle in Gold Bar’s new Joe Montana Whiskey Collection and comes with a special message from the legendary Joe Montana. Fans can just tap the NFC-enabled patch with their smartphone to watch Joe show them how to make his signature cocktail, The Golden Joe. Tapping the patch is the only way for fans to learn how to make the Golden Joe, creating excitement for fans to make sure they picked up a patch with their Limited Edition Joe Montana Gold Bar Whiskey.

Numerous stations have been implemented within the stadium allowing fans to purchase and customize their replica jerseys. The kiosk links directly to the customization stations, and the fans are sent an alert when their merchandise is ready to collect. This has helped streamline the process for the club and improved the experience for fans by reducing waiting times. At Avery Dennison, we’re always looking for new ways to help sports teams to drive new revenue through names and numbers.

As part of Inter Miami CF’s commitment to harnessing the power of football to do good, the Club announced in November 2023 their enhanced partnership with innovative brand (re)boot, with the goal of uniting athletes and fans to eliminate waste in the football industry. For their newest and most innovative collection to date, (re)boot is partnering with Avery Dennison in order to elevate the technological features included in the jerseys and provide an even more powerful garment to fans. Avery Dennison will supply jock tag labels on each jersey, incorporating Near Field Communication (NFC) technology that tells a distinctive brand story and offers an interactive digital experience for fans via their mobile devices.

Names & Numbers: Avery Dennison’s Name & Number Products can incorporate Smart Technology, to unlock more potential. Numbers, Letters and Nameblocks can include an invisible watermark that can provide product authentication & act as a key to unlock additional exclusive digital content related to the name & number. The SMART product could be linked exclusively to the connected jersey experience or any URL or content provider. Avery Dennison provides software for applications to activate this feature.

Sponsor Logos: They can incorporate Smart Technology, to unlock more potential through sponsorship activations. Heat Transfer Sponsor logos can include an invisible watermark that can provide product authentication & act as a key to unlock additional exclusive digital content related to the sponsorship. The SMART product could be linked exclusively to the connected jersey experience or any URL or content provider. Avery Dennison provides software for applications to activate this feature.

NFC chips (Near Field Communication chips) are integrated circuits with antennas that enable short-range wireless communication between two devices. They are readable by most smartphones. Avery Dennison can integrate NFC chips in their badges & labels, making consumer engagement and authentication possible in your garment.

Fabric Content, Wash Care Instructions, Country of Origin, Material Provenance & Recycling information. All verified by Blockchain.

The Avery Dennison Smart Reader enables fans to unlock digital content and experiences stored within the “smart” transfers (sleeve badges, names, numbers, crests and/or sponsors).

The Smart Reader recognises this digital watermark code in the same way that a standard smartphone camera can read a QR code.

In order for consumers / fans to interact with the Smart Heat Transfers, the Smart Reader needs to be integrated into the club app (or used independently).

All the software, code and documentation to do this is called an SDK (Software Developer Kit).

Once integrated, a user can scan any Smart Heat Transfer using the app. This will then open a link on the users phone to digital content online (through URL / Web address).