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 makes a move on the confectionery aisle with Easter Egg and Christmas treats

The collectables brand, Panini is making its first move into the confectionery space via a new partnership with Icam S.p.A. a new licensing partner who will take the IP into celebration-themed chocolate items.

Based in Modena, in Italy, Panini is a worldwide leader in collectable stickers and trading cards, while Icam is an outfit known for its production of high quality chocolate. The deal will see the development of a range of Panini branded sweets for Easter and Christmas holidays. The line will first land in stores from Easter 2021.

The first Panini product manufactured by Icam under the Panini license will be the Calciatori Panini Easter 2021 egg, which will launch next March. It will be followed by the launch of Panini Christmas socks featuring branded cholocates.

The Calciatori Panini Easter 2021 egg will feature a surprise set of 20 stickers from the current football 2020/21 collections, plus and exclusive Panini sticker celebrating the company’s 60th anniversary in 2021.

This is the latest development for the Panini who detailed its intentions to commence licensing out the brand name this October, timing its announcement to coincide with the industry’s Festival of Licensing.