Avery Dennison and Eventshop® join forces to launch the ultimate fan experience using mem-re Tech™

The collaboration combines Avery Dennison’s Embelex™ connected embellishments, featuring NFC and QR code technology, with Eventshop’s mem-re digital platform. Fans can interact with an NFC label by simply tapping their smartphone, launching the mem-re platform to unlock personalized exclusive experiences in-stadium and beyond.

Instead of a traditional apparel embellishment, fans access a gateway to an evolving digital experience. This interactive journey can include exclusive content such as behind-the-scenes footage, interactive polling, VIP early access to exclusive offerings and personalized perks featuring hidden rewards. The content is managed through mem-re’s simple, easy-to-use content management system that leverages AI creation tools. From this portal, Avery Dennison clients can better understand fan and consumer engagement, using this information to identify new commercial opportunities.

This partnership signals a major shift towards omnichannel experiences driven by digital, unlocking value for brands as well as sports and entertainment venues. By blending Avery Dennison's global manufacturing with Eventshop's mem-re technology, the partnership transforms static apparel into an intimate, connected relationship between teams, brands and consumers.

Sergio Shmilovitch, VP/GM Embelex, Avery Dennison, says: “There is undeniable growing demand for digitally enabled embellishments. The range of activations is exciting, spanning beyond jerseys to include sneakers, workwear or any material with a digital trigger. This strategic partnership shows our commitment to innovation, effectively turning physical embellishments into routes for dynamic, highly engaging digital marketing platforms.”

Spencer Combs, CEO & founder, Eventshop & mem-re, adds: “With deployment opportunities across live events, hospitality, sports, entertainment and apparel brands, the mem-re platform reimagines the fan and consumer experience. Avery Dennison’s size, scale and expertise make it the perfect partner to open up a new world of possibilities for innovative, fan-first teams and brands.”

To find out more about the full portfolio of Embelex solutions, click here.

Jack Gibson Global PR Manager jack.gibson@eu.averydennison.com

Avery Dennison Corporation (NYSE: AVY) is a global materials science and digital identification solutions company. We are Making Possible™ products and solutions that help advance the industries we serve, providing branding and information solutions that optimize labor and supply chain efficiency, reduce waste and mitigate loss, advance sustainability, circularity and transparency and better connect brands and consumers. We design and develop labeling and functional materials, radio-frequency identification (RFID) inlays and tags, software applications that connect the physical and digital and offerings that enhance branded packaging and carry or display information that improves the customer experience. Serving industries worldwide — including home and personal care, apparel, general retail, e-commerce, logistics, food and grocery, pharmaceuticals and automotive — we employ approximately 35,000 employees in more than 50 countries. Our reported sales in 2025 were $8.9 billion. Learn more at www.averydennison.com.

Eventshop® is a creative technology company specializing in mem-re Tech™, an AR-enabled commemorative ticket and fan engagement platform used across major sports, music, and entertainment properties. Through premium physical keepsakes paired with interactive digital experiences, Eventshop helps partners elevate fan experiences, deepen connection, and drive measurable engagement. Learn more at www.eventshop.com.