Euro 2024 is set to kick off this summer, but the competition off the field seems to be just as intense as the one on the pitch. The clash between UEFA’s official sticker album, produced by Topps, and Panini’s version is raging. While Topps features two-time Champions League-winning manager José Mourinho in its marketing campaign, it falls short in terms of including some of Europe’s best national teams in their official kits, missing out on some of the world’s biggest stars, and even including players who weren’t even close to being selected for the tournament.
The Missing Stars
Topps’ UEFA sticker album lacks the presence of some football superpowers like defending champions Italy, Euro 2020 runners-up England, 2022 World Cup finalists France, and Euro 2024 hosts Germany in their official kits. This absence has left fans disappointed, especially when some key players like AC Milan’s Fikayo Tomori and Manchester City’s Jack Grealish are featured despite not making it to the national squad.
Panini seems to have the upper hand in this sticker showdown, as they have managed to include all the top teams participating in Euro 2024 with their star players in their official kits. The likes of Spain appear in their official attire in both Panini and Topps albums, making it a clear choice for collectors looking for a complete and authentic experience.
Panini has been a stalwart in the sticker album industry, having produced every Euros sticker album from 1977 through 2020. With a rich history in creating collectibles for football fans worldwide, Panini remains committed to delivering the best possible product for collectors, a tradition they have upheld for over 60 years.
On the other hand, Topps, now owned by U.S.-based sports retailer Fanatics, has stepped into the ring by acquiring the sticker rights for Euro 2024 and future tournaments. With a new vision and approach to sticker albums, Topps aims to excite fans with their offerings, despite facing some criticism for missing out on key players and national teams in their collection.
For collectors like England fan Chris Abbott and his young son, the battle between Panini and Topps presents a dilemma. With both companies offering unique collections, fans are faced with the challenge of choosing between completing one album over the other or investing in both to have a comprehensive set of stickers.
The cost of completing both sticker albums can be substantial, with estimates reaching around $1,200. In a time where household incomes are strained, many fans find it difficult to justify such expenses for a hobby that was once a simple pleasure. The growing corporatization of football and the shift towards a global market have changed the landscape of fan experiences, leaving some nostalgic for the days of simpler and more accessible football fandom.
The clash between Panini and Topps for the Euro 2024 sticker album rights signifies more than just a battle for collectors’ attention. It reflects the evolving nature of the football industry, the changing dynamics of fan engagement, and the impact of commercialization on traditional fan experiences. As fans navigate through the sticker albums and the challenges they present, one thing remains certain – the love for the game and the culture of collecting football memorabilia will continue to endure, no matter the obstacles along the way.
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