UEFA scores Topps partnership

Topps joins as an official partner for the 2024 Men’s Euros.

UEFA has announced trading card company Topps as the Official Licensing Partner for the 2024 European Championship which is scheduled to be held in Germany. 

The partnership will see Topps provide official stickers, trading cards and collectables related to Euro 2024. The deal also covers all UEFA national-team tournaments up to Euro 2028, which include the Nations League Finals and Women’s Euro 2025. The agreement also strengthens Topps’ already existing partnership with UEFA, which sees the company currently serve as an Official Partner of the UEFA Championships League. 

Joining on-board as the Official Licensing Partner, Topps replaces Italian company Panini, which had been a partner of the European Championship since 1977. 

Mark Catlin, General Manager of International Sports and Entertainment at 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.”

David Leiner, global general manager, The Topps Company, added:

“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, collectibles and more, to football fans across the world.”

The partnership will also see Roma manager José Mourinho serve as an ambassador, with the former Manchester United, Real Madrid and Chelsea coach selecting players for the Topps sticker albums. 

Patrick Rausch, Topps’ chief marketing officer for Europe, Middle East and Africa, said:

“This is more than special for us. Jose Mourinho is one of the biggest names within European football, [which is why we] selected none other than ‘The Special One.’”

The Topps Company was recently acquired by Fanatics for US$500 million in January this year.