The Panini NFL/NFLPA 2020/21 Sticker Book Collection rolls out from 20th August following strong initial launch in 2019. 

Panini is set to launch an officially licensed NFL and NFLPA collection of stickers and cards for the second year in the UK & Ireland market.

The 2019 version of the collection, comprising 563 stickers and 100 trading cards featuring the most high-profile players from all 32 teams in the National
Football League, became the best-selling NFL sticker book collection in the region since the 90s. The collection was stocked at retailers including WHSmith, McColl’s and One Stop; the same accounts will stock the range in 2020, but will also be joined by Sainsbury’s and Asda.

Panini says interest in American football is growing considerably in the UK thanks to 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 – 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, and marketing activity featuring players themselves will be backed by strong support from NFL UK social media. Sampling through the NFL flag community with schools up and down the country will also take place, helping to support retail and drive awareness ahead of the 2020/21 season kick-off.

Chris Clover, head of marketing at Panini, said: “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.”