Topps, which earlier this year became part of digital sports platform Fanatics, 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 the biggest international tournaments across Europe.
Topps has 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 campaign film, #TheSpecialSelection, Mourinho is presented asthe 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 this summer.
Within the partnership announcement spot, Topps helps Mourinho, who has won almost everything while coaching an array of Europe's elite clubs, 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.
"The European Championship is the biggest and most prestigious football event on a national level in Europe, recognized globally, with its very own legacy when it comes to stickers, trading cards and collectibles,” says Mark Catlin, general manager, international sports and entertainment, The Topps Company. “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."
"This is more than special for us,” says Patrick Rausch, chief marketing officer, EMEA, The Topps Company. “That is why we selected none other than The Special One; José MourinhoJosé 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."
The film on the partnership between Topps and UEFA EURO 2024 was created and produced by the agency, Jung von Matt SPORTS.
Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes, it’s completely free.