Discover how DSM unveiled the exciting new official shirt name, number and sleeve design for the Premier League on behalf of our client Avery Dennison

OVERVIEW

Since 2019, Avery Dennison has been the official names, number and sleeve badge supplier to the Premier League with its product proudly adorning club kit, both on and off the pitch.

In 2022, as part of their partnership, The Premier League requested that Avery Dennison refreshed its on-pitch shirt brand, which became the fourth ever Premier League design in history. DSM devised a comms and content strategy to launch the new design in March 2023, which involved us documenting the story behind the font change over a 10-month period, to create docu-style content for the reveal.

DSM APPROACH

Our aim was to create maximum exposure within the football space, specifically targeting Premier League fans and stakeholders, through B2B and B2C coverage. 

To appeal to a B2C audience, we told the story of the behind-the-scenes process and all elements involved in getting these products onto players shirts, integrating well known football names and faces throughout the video.

Using our expertise in sports PR, we created a launch campaign which resulted in influential media platforms, amplifying the new Premier League font design to the football world.

This included:

• Full 12-minute video hosted on the Premier League Productions broadcast channel

• Video hosted on clients YouTube channel 

• Player imagery and interview soundbites to enhance B2C appeal

• Bespoke video cutdowns for social channels and media outlets.  

• Video translations created for international broadcasters

• Photography stills utilised to showcase the design and production process

• Professional photography captured the embellishments in high-quality images

• Media pack including press release, info sheet, photography and video assets with personal sell in of story to our sports media network