Toy market news

Topps signs José Mourinho for UEFA EURO 2024 campaign

The Topps Company has announced its partnership with UEFA as an official licensed partner of UEFA EURO 2024. From 2022 onwards, Topps will be the exclusive partner, providing official stickers, trading cards and collectables 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, Topps and UEFA have today announced a partnership for 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 earlier this year became part of Fanatics, a leading global digital sports platform, will become UEFA’s new and official licensed partner from 2022 to 2028, providing exclusive stickers, trading cards and collectables 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, collectables expertise and world-class product development and manufacturing capabilities at the biggest international tournaments across Europe.

For the announcement and activation of the partnership, 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.

First and exclusive products will be released in Summer 2022.