Topps has announced a new partnership with UEFA, becoming an official licensed partner of UEFA EURO 2024.
Beginning this year, Topps will be the exclusive partner, producing 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, the new partnership will include 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 part of the new Fanatics Trading Card Co., will become UEFA’s 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 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 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.
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,” said Mark Catlin, general manager International Sports & Entertainment of 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. That is why we selected none other than The Special One, José Mourinho,” said Patrick Rausch, chief marketing officer EMEA of The Topps Company. “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.”