THE BRIEF

Being the new Premier League “names, numbers, and sleeve badge” supplier, the Premier Asia Trophy was the first official PL competition that Avery Dennison’s products were being used on the pitch in. So DSM was tasked with planning a highly visual partnership launch by integrating Avery Dennison into all aspects of the tournament, building relationships with the participating clubs and generating awareness of the new partnership with global media and football fans.

ACTIVATIONS

DSM’s recommendation was to ensure a “visual splash” was made in the tournament by redesigning the iconic sleeve badge with a local flavour. 

Avery Dennison collaborated with a local Chinese artist to incorporate some cultural authenticity to the badge, which was worn by all players in the competition, and used as the centre circle banner, broadcast live in 85 countries.

A mobile lab was set up and fans were able to have the limited-edition badge applied to their newly bought Wolves shirt at the Wolves event, Man City shirt at the City event or a free unbranded football shirt from a range of three colours.  

DSM managed all press engagement and gained considerable coverage across both retail and trade press with combined monthly site visits of over 100 million, with 7.28 million views. 

Throughout the week, DSM managed the video production & photography onsite, creating relevant content and coordinating the distribution effectively in China and the UK.