Euroleague Basketball and Panini have renewed their trading-card, sticker and collectibles partnership for three additional seasons, extending the agreement through 2029. The collaboration, launched three years ago, has already generated millions of collectible sales. The traditional sticker album will return in December with new features, while limited-edition trading card collections will be released through May.
Panini will also continue offering autograph and memorabilia cards, alongside Panini Instant products celebrating standout performances and memorable EuroLeague moments.
The renewed deal also includes the “EuroLeague City Takeover” initiative, featuring fan events, sticker swaps, in-arena activations, live podcasts and other experiences in selected EuroLeague cities. Euroleague Basketball Chief Commercial Officer Gawain Davies highlighted the partnership’s role in engaging Gen Z and Gen Alpha fans, while Panini’s Elisabetta Mussini stressed the goal of going beyond traditional collecting.
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