Topps Launch New Collection Of 308 Stickers For UEFA Women's Euro 2025
COLOGNE, GERMANY - JUNE 15: Detailed view of the Topps and Euro 2024 logo during the UEFA EURO 2024 ... More group stage match between Hungary and Switzerland at Cologne Stadium on June 15, 2024 in Cologne, Germany. (Photo by Catherine Ivill - AMA/Getty Images)
England legend Jill Scott has been revealed as a brand ambassador for the new official sticker collection of UEFA Women's Euro 2025, created for the first time by Topps.
In her role as Topps ambassador, Scott, a winner with England at the previous UEFA Women's Euro in 2022, appeared at the Fanatics Collectibles store in Regent Street, London, to officially launch the collection, which is now available to buy across the United Kingdom.
Founded in 1938, Topps made their name in tbe 1950s by placing baseball cards, featuring player statistics, in packs of chewing gum which fans were encouraged to trade. They entered the United Kingdom market in the 1970s but due to the popularity of stickers in Europe, they released sticker collections for the Premier League under their Merlin brand.
In 2021, the Topps brand was acquired by Fanatics, a global digital platform with a database of over 100 million sports fans. Through the platform, supporters can purchase a wide range of sportswear, equipment and memorabilia.
LONDON: Jill Scott with an official sticker album for UEFA Women's Euro 2025
In content filmed at the Fanatics Collectibles store, Scott filled out her own album sparking memories of collecting stickers herself as a child. She also picked out her dream 5-a-side team including current superstars Keira Walsh, Aitana Bonmatí and Ewa Pajor.
The first sticker collection for a women's soccer tournament was created by Italian firm Panini for the 2011 FIFA Women's World Cup. Six years later. the first for a UEFA Women's Euro was released in 2017. Jill Scott was an England player whose sticker was featured in both original collections.
SOLIHULL, ENGLAND - MAY 31: Volunteers hand out Panini sticker albums during the WSL 1 match ... More between Birmingham City Ladies and Yeovil Town Ladies FC on May 31, 2017 in Solihull, England. (Photo by Tony Marshall - The FA/The FA via Getty Images)
In April 2022, ahead of the next Women's Euro, UEFA announced that they had signed a new six-year deal with Topps, ending a forty-two year partnership with Panini who first produced an official sticker album for the men's European Championship back in 1980.
The partnership made Topps the new and official licensed partner from 2022 to 2028, providing exclusive stickers, trading cards and collectibles connected to UEFA. 'This is a milestone moment for Topps in our ongoing global expansion as we celebrate our first partnership with Euro in our 70+ year history," said David Leiner, the global general manager of The Topps Company.
'We're thrilled to be the official partner of one of the most esteemed sporting events in the world and we look forward to continuing our mission of bringing collectors and fans of all ages closer to their favorite athletes by providing official stickers, trading cards, collectibles and more, to football fans across the world.'
Unfortunately for collectors, the stickers for some countries, like England, France and Germany, will not feature pictures of their players wearing their official national kits. This is because the English, French and German Football Association have their own contracts with Panini, who have launched their own official national team collections in those countries.
Nevertheless, the Topps album features 308 stickers - 56 fewer than the official collection for UEFA Women's Euro 2022 - representing each of the 16 competing nations. The England, France and German players are pictured in plain shirts rather than their official national team kit.
The campaign will also feature leading names from the women's football world, activating in multiple markets in the run up to the tournament. In addition there will be unique Euro Hotshot, Shining Stars and Euro Legend stickers featuring retired greats like Scott, Alex Popp and Birgit Prinz.
'What interested me in becoming a brand ambassador for Topps and the collection is seeing what they've created in the women's sticker album; the quality of it and how much they're putting into the women's game,' said Scott.
'I open the album and am immediately interested by the facts and learning about the players, there are a lot of players in there that I've played with and, having retired, I'm not as in the know with what's going on – so this is educating me as much as the next generation of fan.'
Patrick Rausch, Chief Marketing Officer EMEA of Fanatics Collectibles added that 'Topps is synonymous with the biggest players and moments in football, and we're excited to continue that tradition with our new UEFA Women's Euro 2025 sticker collection.'
For more information on the UEFA Women's EURO 2025 collection, visit Topps.com.
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