Add another major license to the ever expanding portfolio of the Fanatics Trading Card Co. The company announced that Topps, a subsidiary of Fanatics following an acquisition earlier this year, would be expanding its existing relationship with soccer superpower UEFA.
Already the official partner of the UEFA Champions League, and club competitions, the new deal will see the trading card manufacturer become the official partner of UEFA EURO 2024.
In addition to the 2024 edition of the event, Topps will also hold exclusive licenses to the 2028 version, the women’s EURO 2025 event, and the UEFA Nations League Finals. The new licenses will see Topps become the official partner of UEFA through 2028, allowing them to produce cards, stickers and collectibles related to the events.
The company also announced that Jose Mourinho would be its “EURO Ambassador” to help select which players will appear in the collection for the events.
In a statement posted on the company website, Mark Catlin, GM International Sports & Entertainment for Topps stated “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.”
Topps’ CMO Patrick Rausch explained the rationale for partnering with Mourinho remarking “This is more than special for us. 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.”
The first product releases from the partnership are slated for distribution in the summer of 2022.