Panini and The Premier League have secured a further multi-year extension to the Premier League collectables licence, which was granted to Panini in 2019.
Domestically, sales of Premier League Adrenalyn trading cards have doubled this year to confirm Adrenalyn as the market-leading brand for trading cards in the UK.
The company has also established the Panini sticker album brand as the number one collectable in the UK, with Premier League sticker sales last season climbing to the highest level for 15 years, despite the challenges of the pandemic.
Internationally, Premier League collectables are at an all-time high as Panini leverages the strength of the Premier League brand worldwide thanks to its global network.
“We are proud to be awarded the most prestigious licence in the UK, and we relish the prospect of continuing to grow the market in the coming years,” commented Mike Riddell, UK md at Panini.
Peter Warsop, group licensing director at Panini, continued: “Panini has ignited the football collectables market in the US, China and internationally. The Premier League will continue to attract new fans and collectors, with Panini enjoying continued substantial growth both domestically and through 60+ other international markets.”
For Will Brass, chief commercial officer at the Premier League, stickers and trading cards are a “great way” to get fans around the world to further engage with the brand and its clubs.
“Panini has been a great partner since becoming the Premier League’s official sticker and trading card licensee in 2019, and we look forward to continuing to build our relationship over coming seasons,” Will commented.
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