FAST COMPANY: Fanatics Strikes Again as Topps lands Euros 2024 and 2028 Rights

Every four years during the UEFA Euros, there is something soccer fans young and old around the world have in common. Sure, they cheer on different national teams and players in one of the biggest sporting events on the planet, but with that comes the shared experience of the Panini sticker book. As these tournaments progress, fans scramble to buy, trade, and collect every player of every team, so that by the time that title game is played, their collections are complete.

For the last 42 years, Panini has been the official rights holder for these sticker books and stickers for the Euros.

Until now.

Today, Fanatics-owned Topps has announced that it will become UEFA’s new and official licensed partner from 2022 to 2028, providing exclusive stickers, trading cards, and collectibles connected to UEFA Euro 2024 in Germany as well as upcoming events like Euro 2028, the UEFA Nations League Finals, and the UEFA Women’s Euro 2025.