Team GB has named The Topps Company its official licensee of trading cards and stickers in a deal that runs until 2028.
Under terms of the agreement, Topps will be the sole distributor of official retail and online trading cards, which feature images of Team GB’s roster of current athletes and Olympic legends.
Established in 1938, Topps is the premier trading card brand of Fanatics Collectibles – a next-gen physical and digital trading cards company that was launched in 2021 and is a subsidiary of Fanatics Retail Group, a global digital sports platform.
Mark Catlin, General Manager of Topps International, said: “We are thrilled to announce
the exclusive relationship with Team GB which, as well as being an exciting commercial opportunity for both parties, is also very important to Topps in doing all we can in support of Team GB at the Olympics through to 2028.”
As part of the deal, Topps will merge its expertise in collectibles and product development with Team GB’s renowned brand to launch the initial collections before the commencement of the Paris 2024 Olympic Games.
Additionally, the firm will introduce highly coveted Topps Now products that will commemorate significant moments in sports as they unfold.
The initial product release, launched on 29 February aims to capture collectors’ attention, offering rare and limited cards featuring iconic names from both the past and present.
Athletes included in this launch include current Team GB stars like Beth Shriever, Ben Proud and Zharnel Hughes, alongside legendary figures such as Sir Mo Farah, Sir Steve Redgrave, and Dame Jessica Ennis-Hill.
Amber Jeffries Keel, Senior Licensing and Retail Manager at Team GB: “We’re delighted to be working with Topps in the lead up to Paris 2024 and beyond.
“Next summer will be as close to a home Games as it gets, and excitement among sports fans in the UK is already mounting. These collections will offer fans a chance to keep a piece of history for themselves.”
This latest deal further bolsters Topps’ commitment to sporting events, as it partnered in 2022 with 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’ parent company, Fanatics, has had a busy year as it continues to target international growth, aiming to do so through the appointment of Stephen Dowling as its new International President.
