DSM Brokers Avery Dennison & Premier League Deal


Following last week’s announcement by Avery Dennison that it had signed a three year deal with The Premier League to become the “official supplier of names, numbers and sleeve patches” for the 2019-20 season, Digital Sports Mgmt (DSM) can announce that it worked with Avery Dennison to broker the deal between the two parties, advising Avery Dennison on commercial and strategic aspects throughout the tender process.

Digital Sports Mgmt provided advice and guidance in the Fortune 500(R)* company’s successful bid, and is now retained for the duration of the licence as Avery Dennison’s commercial sports agency.

After working with the Premier League and Premier League clubs for many years, DSM was able to utilise its relationships and experience to provide Avery Dennison with key insights and strategic guidance to successfully navigate the tender process. 

Speaking in Miami at Soccerex where the deal was announced, Co-founder and Director of DSM Rob Wadsworth said: “We are delighted to have assisted Avery Dennison in brokering this deal with the Premier League. We leaned on our years of experience working within the global football market to advise on best practices for an open tender process. We thoroughly enjoyed the collaboration and it was especially pleasing to formulate an offer worthy of convincing the league and clubs to change supplier after 23 years.”

Global Director of Team Sports at Avery Dennison RBIS, Nikita Jayasuriya said: "DSM's relationships and insights into the commercial workings of the football industry proved invaluable to Avery Dennison during the tender process.. Building on the success of securing the Premier League license, we will continue to partner closely with DSM over the next three years as we look at additional ways to grow our business".

Following the successful tender, DSM was instructed by Avery Dennison to help launch the partnership with the Premier League. DSM created a compelling launch strategy, including content highlighting the unique features of the company and its sustainable factory in Norway, plus a PR strategy to announce Avery Dennison as the new official supplier of names, numbers and sleeve patches.

Co-founder and Director of DSM, Tom Henderson said: “This was an incredible project to work on and we were able to tell the story of Avery Dennison’s amazing commitment to sustainability and the environment, coupled with their unrelenting desire to innovate through technology.  From next season, Premier League Clubs now have the chance to engage their fans through the smart numbers on the backs of their shirts, taking fan engagement to a new level. Utilising these key themes, we were able to create a unique partnership launch plan across online media, influencers and here at Soccerex.”

DSM is a boutique Sports Marketing Agency based in London, founded in 2016, the agency’s founders have over 20 year’s experience working in Sports and Video Games sectors. In addition to sponsorship brokerage and activation services, DSM also represents a large number of influencers and esports stars.  DSM: Connect Your Brand To World Sport.

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Check out the announce video content below and read more about the announce here.

Thomas Henderson