The collectable sticker books and trading card specialist, Panini, is bringing its NFL/NFL Players Association sticker collection back to the UK and Eire for the second year running. The 2019 was the best-selling NFL sticker book collection in the UK and Eire since the early 1990s.
The new collection comprises 563 stickers and 100 trading cards featuring high profile players from all 32 teams in the National Football League.
Product first hit shelves in September 2019 and was stocked by retailers including WHSmith, McColl’s and One Stop. The same accounts will stock the product in 2020, but to build on this success, Panini has also secured support from supermarkets Sainsbury’s and Asda who will also list the product, which launches on 20th August.
The launch aims to tap into the steadily growing interest in American football in this market born out of increased free-to-air and paid TV broadcasting, more player activity in the market, and continuous efforts both on and off the field to engage with local fans.
The season kicks off in September, creating buzz and excitement around the 2020/21 season and helping to raise the profile of American football, NFL players and NFL/NFLPA product in the UK and Eire.
Building on strong marketing support last year through a gift-with-purchase incentive with Fanatics on NFL Shop Europe, plans are in place to help drive awareness once more. WHSmith will run a free album pick-up promotion, there will be marketing activity featuring players themselves as well as strong support from NFL UK social media, with continued sampling through the NFL flag community with schools up and down the country.
All this will help to support retail and continue to drive awareness ahead of the 2020/21 season kick-off.
“Panini is a proud partner of the NFL and NFLPA and we are committed to collaborating closely to ensure continuous growth. With such a strong performance in 2019, we are excited to see how the journey continues into next season,” said Chris Clover, head of marketing, Panini.