Premier League stick with Panini for new multi-year term

November 16 – The Premier League has agreed a multi-year extension to its Panini sticker and trading card license agreement that was first granted in 2019.

No value was given for the renewal though the Premier League said that domestic sales of the market-leading Premier League Adrenalyn trading cards have doubled this year.

Player trading cards and sticker albums have long been the leading collectible for younger fans with Panini reporting the highest sales for 15 years for its sticker album, despite the challenges of the pandemic.

Will Brass, Premier League chief commercial officer, said: “Stickers and trading cards are a great way for fans around the world to engage with the Premier League and its clubs. Panini has been a great partner since becoming the Premier League’s official sticker and trading card licensee in 2019, and we look forward to continuing to build our relationship over coming seasons.”

Premier League collectables are at an all-time high not just in the UK but internationally with Panini having leveraged the strength of the Premier League brand worldwide via its global network.

Peter Warsop, Panini Group Licensing Director, said: “Panini has ignited the football collectables market in the USA, China and internationally. The Premier League will continue to attract new fans and collectors with Panini enjoying continued substantial growth both domestically and through 60-plus other International markets”.

Panini also belives that there is more growth to come in the UK. Mike Riddell, Panini UK Managing Director, said: “We are proud to be awarded the most prestigious license in the UK, and we relish the prospect of continuing to grow the market in the coming years.”

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