From the Fjiords of Norway to the Jostedalsbreen Glacier - working in sports has never looked so good!
After starting at DSM in 2021, still in the midst of COVID-19 and sporadic lockdowns, all international travel was few and far between. Having not set foot on a plane that was traveling outside the UK since 2019, to say I was excited when the time had come would be an understatement. That opportunity came in September of this year when a project we're working on with our long term client, Avery Dennison, required us to fly over to Norway with representatives from the Premier League.
Avery Dennison have been the official names, numbers and sleeve badge licensee of the Premier League since 2019 with its product appearing on the back of all competing Club’s football shirts for both players and fans. Avery Dennison's factory, based in Gaupne in Norway, is one of the main facilities that produces these embellishments with the visit allowing us to see how these iconic names and numbers are sustainably produced as part of an exciting project which will be revealed next year.
Landing in Sogndal Airport (the nearest airport to Gaupne) we went straight to Avery's sustainably run NTP facility where we were able to see first hand just how vast the manufacturing capabilities are. This however is only part of their global scale operation that goes into producing all the name, numbers and sleeve badge embellishments for every Club in the Premier League including those who are promoted and relegated every season. With the world focusing on how we as a population want and need to be more sustainable, whether that be through an individuals lifestyle choices or multinational conglomerate enforcing more rigorous sustainable practices, witnessing the detailed and quite frankly innovative ways Avery Dennison has taken serious steps in this field using their surrounding natural environment to run the factory on renewable energy, really was nothing short of fascinating:
Utilising the water from the local glacier's river to temperature control the factory
The same river is creating energy for the whole building through turbines running on solely renewable energy
The production method itself is first class when it comes to utilising the polyester, by using a laser ensuring extremely limited waste
Complying with the strictest RSLs (restricted substance list), and social compliances
All the waste and spill water is filtered and sorted locally, before it's recycled.
Mind Blown!
After seeing how these natural elements are used to sustainably power the factory, later in the week we were able to see for ourselves the source of this energy - Jostedalsbreen Glacier.
Having worked in football since I was 21, visiting a glacier as part of my job never entered my head unless by some miracle a football match was played on one. Fast forward 8 years and there I stood a mere 50 yards from the largest glacier on the European Continent.
Working within football is a fast paced and crazy industry so when it takes you to one of the most breathtaking corners of the world surrounded by peace and quiet high up in the Norwegian hills is a true juxtaposition to the intense roar and electric atmosphere of a football ground on a matchday.
This amazing visit wasn’t just the David Attenborough documentary which I am painting it out to be, it did contain some football. This came in the form of a junior football tournament for the nearby school where both Avery Dennison, along with the lustre municipality, hosted the event with Avery donating 400 football shirts to the pupils.
Each shirt could be personalised by each kid using an array of embellishments to choose from. To make this day even more special, the Premier League Trophy was also there for the local residents and school pupils to have their picture with prestigious silverware, to see the excitement, enthusiasm and fascination on their faces was a lovely thing to see - and that was just the adults!
Working on this exciting project is a once in a lifetime experience and something I am truly grateful to be part of with our great client, Avery Dennison.
Stay tuned for the content release in 2023!
