The Premier League and Panini announce further multi-year extension

The Premier League and Panini have announced a further multi-year extension to the Premier League collectables license granted to Panini in 2019.

Domestically, sales of Premier League Adrenalyn trading cards have doubled this year, confirming Adrenalyn as the market-leading brand for trading cards in the UK. Panini has also established the iconic 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 leverage the strength of the Premier League brand worldwide thanks to its global network.

Mike Riddell, Panini UK Managing Director, says: “We are proud to be awarded the most prestigious license in the UK, and we relish the prospect of continuing to grow the market in the coming years.”

“Panini has ignited the Football collectables market in the USA, China and internationally,” says Peter Warsop, Panini Group Licensing Director. “The Premier League will continue to attract new fans and collectors with Panini enjoying continued substantial growth both domestically and through 60-plus other International markets.”

Will Brass, Premier League Chief Commercial Officer, adds: “Stickers and trading cards are a great way for fans around the world to engage with the Premier League 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.”

Panini launches its re-branded Official Premier League Adrenalyn XL Trading Card collection

The trading card and collectable stickers specialist, Panini has launched a completely re-branded and refreshed Adrenalyn XL trading card collection featuring all of the Premier League’s top talent. The new-look Official Premier League Adrenalyn XL Trading Card range follows the recent success of Panini’s first Premier League sticker collection, Football 2020.

Premier League Adrenalyn XL 2020/21 is the only trading card collection to include all 20 Premier League clubs, and is billed as the ‘must-have collection for football fans and collectors alike.’ It features 468 trading cards, as well as 30 limited edition cards across a new-look range of SKUs including multipacks, pocket and classic tins, and a Countdown Calendar.

The collection will hit shelves in the UK and Republic of Ireland from Thursday, August 20th.

Fans can kickstart their collection with a Starter Pack, which includes a high-quality collector’s binder, two-player gameboard and poster, 18 trading cards, an exhaustive magazine game guide plus two guaranteed Limited Edition cards. Starter Packs are priced at £5.99 and packets, which include six trading cards and one QR code leaflet, are £1.00 each.

A multi-channel marketing campaign is lined up, including extending cross-promotional activations with fellow Premier
League partners and delivering a heavyweight TV, radio, VOD and digital campaign. The launch will be supported by the best
football influencers in the category and a new sampling mechanic in place with the UK’s top-selling newspaper.

Panini has also forged new football magazine cover mount partnerships which, alongside Panini’s own football magazine Strike-It!, will facilitate the sampling of millions of packets to football-loving kids across the British Isles.

Mike Riddell, managing director of Panini UK, said: “Panini is taking Premier League trading cards to a new level for the 2020/21 season. Premier League Adrenalyn XL™ 2020/21 is a dynamic new collection which will be refreshed as new players transfer into the world’s most exciting league.”

Will Brass, commercial director, Premier League, added: “We’re excited to kick off our second season with Panini. The new-look Adrenalyn XL™ trading cards are a great way to get the Premier League into the hands of fans across the UK and Republic of Ireland.”

Chris Clover, head of marketing, Sport at Panini UK, concluded: “I cannot wait for collectors to get their hands on these new cards. The design team at Panini UK have created something really special for all Premier League fans to enjoy, switching up and improving every element from last season. There really will be no mistaking which trading card collection for the 2020/21 season is officially Premier League.”