Panini prepares for UEFA EURO 2020 Tournament Edition sticker collection launch this week

Panini is preparing for the official launch of its UEFA Euro 2020 Tournament Edition official sticker collection this week, as the eagerly anticipated collection readies to make its retail debut this Thursday, March 25th.

Billed as ‘bigger and better than ever before,’ the new 678 sticker collection features statistics and fun facts for fans to dive into, with all 24 qualifying national teams represented, and for the first time, 23 players featured for each squad.

The collection will also feature special stickers covering every aspect of the competition, with information about the host cities and the history of the tournament.

Fans can kick-off their collection with a starter pack, which includes a sticker album plus 26 stickers. Collectors can also treat themselves to a premium edition hardback album.

The Panini Euro 2020 Sticker Album collection will once again be supported by a digital version, presented by Panini and Coca-Cola. The unique codes available in the Euro 2020 Panini sticker packs, available in most retail shops, can be redeemed for free digital stickers.

The Panini album digital app can be accessed at and offers users the chance to collect 11 players from each of the 24 participating teams, with the chance to collect 24 Fan Stickers for swaps by Coca-Cola.

Those who manage to complete their entire Panini 2020 digital album will also have the opportunity to participate in a random prize draw. 

Chris Clover, head of marketing – sport at Panini UK and Ireland, said: “The sense of anticipation for our UEFA EURO 2020 Tournament Edition official sticker collection is huge. Panini sticker collections are the sparks that ignite fan excitement for international football tournaments, and this year will be no different.

“We have created a fantastic product which our collectors will have great fun swapping  and completing, and will want to treasure and keep over time.” 

The collection 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 dynamic social media campaign. There will  be investment at retail across key listings. 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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