UEFA has finalised a deal with The Topps Company which will become an official licensed partner of 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.

From 2022 onwards, Topps will be providing official stickers, trading cards and collectibles connected to the UEFA EURO and other aforementioned UEFA national team competitions. The firm is already a partner of the UEFA Champions League and all other UEFA club competitions.

Mark Catlin, General Manager International Sports & Entertainment of The Topps Company, commented: “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.”

Additionally, UEFA, which already partners with Fanatics, will now access Topps‘ brand, collectibles, product development and manufacturing capabilities at what are being named as the biggest international tournaments across Europe. 

“This is more than special for us,” added Patrick Rausch, Chief Marketing Officer EMEA of The Topps Company. “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.”

Moreso, Topps has also signed José Mourinho as its EURO Ambassador to select the players that will be included in the Topps collections. In the 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. 

Previous articleClutch gains ‘camera visible’ branding spots throughout the NHL
Next articleCaesars Sportsbook adds New York Mets to sponsorship portfolio