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NFL/NFLPA x Panini Collection Announced

NFL/NFLPA x Panini Collection Announced

Panini is launching their NFL/NFL Players Association (NFLPA) sticker collection for the second year in the UK market. The 2019 version was the best-selling sticker book collection in the UK since the early 1990s. The collection comprises roughly 563 stickers and 100 trading cards featuring the most high-profile players from all 32 teams in the National Football League.

In September 2019, product hit the shelves of more than 2,000 WH Smith, Martin McColl’s and One Stop doors. The same accounts will stock the product in 2020, but to build on this success, Panini have also secured two of the biggest UK supermarkets, Sainsbury’s and Asda, who will list the product launching 20th August.

The interest in American football in this market is growing considerably thanks to free to air and paid TV broadcasting, more player activity in the market, both on and off the field and continuous efforts to engage with local fans. The season kick off in September will create buzz and excitement around the 2020/21 season and help further raise the profile of American football, NFL players and NFL/NFLPA product in the UK. 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 the NFL UK and DE social media channels with continued sampling through the NFL UK flag community via schools up and down the UK.  All this will help to support retail and continue to drive awareness ahead of the 2020/21 season kick off.

“Panini are proud partners 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.” – Chris Clover, Head of Marketing, Panini.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at becky@totallicensing.com

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