Topps to replace Panini as UEFA partner

The Topps Company, the physical and digital trading card company owned by global merchandising giant Fanatics, has become an official licensed partner of the UEFA Euro 2024 national team football tournament and signed Jose Mourinho as a brand ambassador.

From 2022 onwards, Topps will hold an exclusive deal with UEFA to provide official stickers, trading cards and collectibles connected to the European Championship and other UEFA-organised national team competitions.

Topps replaces Panini as the trading card, sticker and collectibles provider for the European Championship. Panini, which also holds a deal with Fifa for the World Cup, had worked on every European Championship since Euro 1980 in Italy.

The deal strengthens Topps’ relationship with UEFA, with the company already serving as the official partner of the Champions League and other club competitions. As well as Euro 2024, the new agreement covers Euro 2028, the Nations League Finals and the Women’s Euro 2025.

Mark Catlin, general manager of international sports and entertainment at The Topps Company, said: “The European Championship is the biggest and most prestigious football event on a national level in Europe, recognised globally, with its very own legacy when it comes to stickers, trading cards and collectibles.

“We are naturally extremely happy to be the official partner of UEFA through to 2028, offering our community and football fans throughout the world, the premier national players, teams and the greatest of European footballing moments. The announcement of this partnership is a huge step and there is so much more to come on our road to Euro 2024 and beyond.”