Topps secure rights for Euro 2024, 2028


Every four years during the UEFA Euro there is something that young and old football fans around the world have in common. Sure, they cheer on various national teams and players at one of the biggest sporting events in the world, but with that comes the shared experience of the Panini sticker book. As these tournaments progress, fans scramble to buy, trade, and collect every player on every team so that their collections are complete by the time the title game is played.

In the last 42 years, Panini was the official rights holder for these sticker books and stickers for the euros.

Until now.

Today, Fanatics-owned Topps announced it will become UEFA’s new and official licensed partner from 2022-2028, offering exclusive stickers, trading cards and collectibles related to UEFA Euro 2024 in Germany, as well as upcoming events such as Euro 2028, the UEFA, offers Nations League Finals and UEFA Women’s Euro 2025.

Fanatics already operates the official fan shops at major UEFA tournaments as well as e-commerce. In January, Fanatics reportedly paid $500 million to acquire Topps, the most recognized brand name in trading card business, and added a crown jewel brand, which includes trading card rights for Major League Baseball and the MLB Players Association, to its burgeoning Fanatics Collectibles division National Football League Players Association and the National Basketball Association.

Topps teased its new Euro deal on Monday with a cryptic Instagram video of famed football manager Jose Mourinho appearing to be talking on the phone about an upcoming player deal. Mourinho, who has won titles in multiple leagues including the Champions League, is the face of Topps’ move to international football collectibles. In a spot by Germany-based advertising agency Jung von Matt, the legendary coach exudes his famous lack of humility.

It’s a logical step for Fanatics Collectibles given the ambitions of its CEO, Michael Rubin, who aim to make the company the “leading digital sports platform” in the world. The addition of collection rights to the second most popular event in the world’s most popular sport demonstrates that ambition and the company’s willingness and drive to make it happen. Topps secure rights for Euro 2024, 2028


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