The Sacramento Kings has another new partner: Avery Dennison.

Earlier this month, the NBA team announced Avery Dennison, a player in materials science and solutions that connect the physical and digital worlds, as the official embellishment partner of the Sacramento and Stockton Kings. This is just the latest in a string of embellishment deals the company has made with other teams, such as the Cleveland Cavaliers and San Francisco 49ers.

According to a press release from Avery Dennison, this recent announcement follows the growth of Embelex, its suite of solutions for on-garment branding used globally by sports teams. Currently, Embelex produces names, numbers, and digitally connected embellishments for clubs and leagues including the English Premier League, FC Barcelona, and Real Madrid.

As part of the deal, Avery Dennison provides a broad range of embellishment services for the Kings uniforms, including player names, numbers, and Dialpad jersey patches. The deal also encompasses the Stockton Kings — an American professional basketball team of the NBA G League affiliated with the Sacramento Kings — uniforms, in-arena giveaways, and merchandise lines.

It keeps going. This partnership will also support local youth basketball programing through the embellishment of participants’ jerseys and T-shirts.

Avery Dennison will also serve as the presenting partner of the Kings jersey customization station, located in Golden 1 Center during all home games. “To enhance the loyal Kings fans’ experience beyond the arena, Avery Dennison and the Kings will be working together to create unique and memorable moments for fans through customized merchandise,” states the press release. “This merchandise will use Avery Dennison’s cutting-edge technology to connect with fans digitally through their garments to unlock exclusive offers such as discounts and other exclusive content.”

Avery Dennison is just one of many suppliers growing its presence in the professional sports world. Earlier this year, STAHLS’ teamed up with the Miami Heat for a one-of-a-kind customer experience.