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Panini readies for UEFA EURO 2020 fever with new sticker collection

Collection launches from 25 March featuring 678 stickers from 24 qualifying teams for tournament.

With the countdown on to this summer’s UEFA EURO 2020 tournament, Panini is gearing up for the launch of its official sticker collection on Thursday 25 March.

UEFA EURO 2020 Tournament Edition includes 678 stickers, plus statistics and fun facts. All 24 qualifying national teams are represented and for the very first time, 23 players are featured for each squad. There are special stickers covering every aspect of the competition, with information about the host cities and the history of the tournament.

Fans can kick-off their collection with a starter pack, which includes a sticker album plus 26 stickers. Collectors can also treat themselves to a premium edition hardback album.

The Panini Euro 2020 Sticker Album collection will once again be supported by a digital version, presented by Panini and Coca-Cola. The unique codes available in the EURO 2020 Panini sticker packs available in most retail shops can be redeemed for free digital stickers. The Panini album digital app can be accessed at euro2020.com/paninistickeralbum and offers users the chance to collect 11 players from each of the 24 participating teams, with the chance to collect 24 Fan Stickers for swaps by Coca-Cola.

Those who manage to complete their entire Panini 2020 digital album will also have the opportunity to participate in a random prize draw.

“The sense of anticipation for our UEFA EURO 2020T Tournament Edition official sticker collection is huge,” commented Chris Clover, head of marketing – sport at Panini UK and Ireland. “Panini sticker collections are the sparks that ignite fan excitement for international football tournaments, and this year will be no different. We have created a fantastic product which our collectors will have great fun swapping and completing, and will want to treasure and keep over time.”

The collection will be supported by a multi-faceted marketing strategy including a heavyweight TV and digital campaign, a national newspaper promotion, nationwide sampling initiatives, print advertising, as well as a dynamic social media campaign. There will be investment at retail across key listings.

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