It’s the tournament that football fans have been waiting a life-time for, and Panini is putting itself front and centre, with the launch of the only official trading card collection for this year’s paradoxical UEFA Euro 2020.
On sale from this week, the UEFA Euro 2020 Adrenalyn XLTM 2021 Kick-Off official trading cards collection features 405 high-quality trading cards with new images, updated squads, with every qualified country and their players featuring in their national shirts.
“With Adrenalyn XL™, fans get the most spectacular cards featuring the European and world champions. This collection includes glow-in-the-dark cards and cards with a mirrored finish, plus Panini’s most mysterious cards ever – the Secret Heroes cards,” read a statement from Panini.
Ahead of the tournament’s kick-off on June 11, 2021, collectors can a get their hands on the starter pack, which includes two trading card packets, three Limited Edition cards, a binder, game board, and magazine game guide. Each packet includes a code which provides a free virtual pack of eight cards.
Starter packs retail at £4.99, while trading card packets – containing eight cards – retail at £1.80.
The new launch will be supported by a multi-faceted marketing strategy including a heavyweight TV and digital campaign, a national newspaper promotion, nationwide sampling initiatives, print advertising as well as a social media campaign.
Panini has gone on to confirm that an update on the UEFA EURO 2020 Tournament Edition official sticker collection will be announced soon.