SFS 25 is the nexus where technological innovation meets the football industry. In an era where counterfeiting threatens revenue and sustainability is an imperative, sportswear is transforming from a mere physical product into a digital platform. In this exclusive interview with Louis Eschalier, Global Sports Marketing Specialist of Avery Dennison, a global leader in RFID solutions and materials science, we explore how the introduction of smart labels and Digital IDs is rewriting the rules of football merchandising. The jersey is no longer just what players wear—it is becoming the most powerful touchpoint between the club and its fanbase.

From guaranteeing authenticity and protecting intellectual property, to supply chain traceability for circularity, all the way to offering exclusive interactive experiences to fans: we uncover how the integration of RFID and NFC is unlocking new business value for clubs while tangibly and sustainably reinforcing consumer trust.

Avery Dennison is a leader in RFID solutions. How can the application of this technology revolutionize the football teams’ supply chain—from the manufacturing of jerseys, to managing store inventory, all the way to real-time merchandising authentication for the fan?

“RFID gives every jersey a digital identity, and that changes everything. From production to retail, clubs can track items in real time, automate inventory, and reduce waste. It means better efficiency for operations and full visibility across the supply chain. And for the fan, it guarantees authenticity, knowing the product they’re buying is official, and verified”.

Counterfeiting is a global issue for sports brands. How do your digital identification solutions and smart labels offer clubs effective tools to protect their intellectual property, guarantee product authenticity, and reinforce consumer trust?
“Counterfeiting is a real issue, and our smart labels make every product its own proof of authenticity. Each label or NFC tag carries a secure, unique ID that can be scanned instantly. That protects the club’s intellectual property and builds fan trust. And beyond security, it opens up a direct digital connection between the club and the fan, something only genuine products can offer”.

As a materials science company, you play a crucial role in sustainability. What innovations are you bringing to Apparel Solutions (e.g., materials, adhesives, labels) to help sports brands and clubs achieve circularity goals and reduce the environmental impact of kits and technical apparel?

“As a materials science company, sustainability is at the heart of how we innovate. We’re developing lower-impact embellishments, water-based adhesives, and recyclable materials,all designed to help clubs hit circularity goals. And by laser-cutting our heat transfers individually, we minimize material waste while maintaining precision and quality. We also produce locally in Italy to service the local market, reducing transport impact and supporting regional craftsmanship. It’s all about proving that performance and responsibility can go hand in hand, without compromising creativity or design”.

Your solutions create a digital identity for physical products. Beyond traceability, how can the smart labels integrated into jerseys transform the jersey itself into a digital touchpoint, offering the fan interactive experiences, exclusive content, or loyalty programs?
“When you add NFC or digital IDs to a jersey, it becomes more than a product, it becomes a platform for connection. A simple tap can unlock exclusive content, rewards, or fan experiences. It’s a way for clubs and their sponsors to extend storytelling beyond matchday and build a more personal, interactive relationship with the fans”.

What is Avery Dennison’s strategic objective in participating in an event like the Social Football Summit? What specific message do you intend to convey to club executives regarding the future of the digitalization of the physical product in the football industry?
“Our aim at the Social Football Summit is to show that the future of football apparel is connected. By combining design, innovation, and technology, we’re helping clubs turn their merchandise into a living, digital experience. We’re proud to have a best-in-class production facility here in Italy, serving the local market with premium N&Ns and embellishments made to the highest standards. It’s about reimagining the jersey as more than what players wear, but as the most powerful touchpoint between a club and its fans”.