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Premier League and Panini renew partnership

Multi-year agreement reached with Panini as PL official sticker and trading card licensee

29 November 2021

The Premier League and Panini are excited to announce a renewal to their partnership, prolonging the Premier League collectables license that was granted in 2019. Panini is synonymous with sticker and trading card collecting the world over and has been a firm supporter of the Premier League and its initiatives over the last two years. This includes Panini assets featuring as part of free Maths resources available to more than 18,000 teachers in England and Wales via the Premier League Primary Stars education programme. Panini has also participated in activation at international events run by the Premier League such as PL Mornings Live fan festivals run in the US (pictured above).

Domestically, sales of Premier League Adrenalyn trading cards have doubled this year to confirm Adrenalyn as the market-leading brand for trading cards in the UK. Panini has also established the iconic Panini sticker album brand as the number-one collectable in the UK with Premier League sticker sales last season climbing to the highest level for 15 years, despite the challenges of the pandemic. Internationally, Premier League collectables are at an all-time high as Panini leverage the strength of the Premier League brand worldwide thanks to its exhaustive global network.

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 the coming seasons."

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."

Peter Warsop, Panini Group Licensing Director, added: "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."


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