Topps, which earlier this year became part of the global digital sports platform Fanatics, revealed that they will be the official licensed partner of UEFA Euro 2024. Starting this year until 2028, under the current agreement, Topps will be providing the official stickers, trading cards and collectables for the UEFA European Championship. Along with any other UEFA national team competitions, including the UEFA Nations League Finals and the UEFA Women's Euro 2025.
David Leiner, global general manager, The Topps Company
“This is a milestone moment for Topps in our ongoing global expansion as we celebrate our first partnership with EURO in our 70+ year history. We’re thrilled to be the official partner of one of the most esteemed sporting events in the world and we look forward to continuing our mission of bringing collectors and fans of all ages closer to their favourite athletes by providing official stickers, trading cards, collectables and more, to football fans across the world.”
Already a partner of Fanatics – the company runs its official Fan Shops at major UEFA tournaments – the deal means UEFA can now leverage Topps‘ iconic brand and collectables expertise, as well as its world-class product development and manufacturing capabilities, at the biggest international tournaments across Europe.
In celebration of their recent venture, Topps activated another 'special' partnership and signed football legend José Mourinho as its Euro Ambassador. José will become the official sticker manager for all national teams that will be featured in Topps Road to UEFA Euro 2024 collections. This means that he will finally be able to manage a national team - or at least selecting the players of the national teams that will be included in the Topps sticker album.
Mark Catlin, general manager of International Sports & 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 collectables. 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.”
Patrick Rausch, chief marketing officer EMEA for The Topps Company, added:
“This is more than special for us. That is why we selected none other than ‘The Special One’, José Mourinho. José is a true legend and one of the biggest names within European football. We are proud to announce the partnership with him as our testimonial and such an iconic campaign film, showing that commercials from sticker companies can actually be funny and entertaining.”
