Topps becomes an official licensing partner of UEFA EURO 2024

The Topps Company announced its partnership with UEFA as an official licensed partner of UEFA EURO 2024™. From 2022 onwards, Topps will be the exclusive partner: providing official stickers, trading cards and collectibles connected to the UEFA EURO and other UEFA national team competitions.

Already the official partner of the UEFA Champions League™ and all other UEFA club competitions, Topps and UEFA have announced a partnership for UEFA EURO 2024™, UEFA EURO 2028 and other UEFA national team competitions including the UEFA Nations League Finals and the UEFA Women’s EURO 2025.

Topps, which earlier this year became part of Fanatics, a leading global digital sports platform, will become UEFA’s new and official licensed partner from 2022 to 2028, providing exclusive stickers, trading cards and collectibles connected to UEFA EURO 2024™ in Germany as well as upcoming events. UEFA, which already partners with Fanatics, with the company running its official Fan Shops at major UEFA tournaments, will now access Topps‘ iconic brand, collectibles expertise and world-class product development and manufacturing capabilities at some of the biggest international football tournaments.

For the announcement and activation of the partnership, Topps have also signed football legend José Mourinho as its EURO Ambassador to personally select the players that will be included in the Topps collections. In the humorous campaign film #TheSpecialSelection, Mourinho is presented as the official Sticker Manager of all the national teams for Topps and the Road to UEFA EURO 2024™ collections. First and exclusive products will be released in Summer 2022. Within the partnership announcement spot, Topps helps Mourinho accomplish the one thing missing from his glittering career: managing a national team - or at least selecting the players of the national teams that will be included in the Topps sticker album.

Mr Pravin Kalnawat, Head Business and Operations at Topps India said: “European football, particularly the UEFA Euros, has a huge fan following among the Indian youth. Some of the biggest names in football will be a part of the tournament, and we are delighted that we can bring Indian audiences closer to their favourite football stars through our exclusive trading cards and collectibles. Over the last few years, our football-based collections have performed exceedingly well in India, and we are really looking forward to unveiling what we have in store for our audience on the road to EURO 2024 and beyond.”

The film on the partnership between Topps and UEFA EURO 2024™ was created and produced by the agency Jung von Matt SPORTS.


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