The International Olympic Committee (IOC) inked a multi-year licencing agreement with the leading sticker brand, Panini.
The arrangement calls for the Italy-based business to produce a line of collectible stickers and cards for the forthcoming Paris 2024 Summer Olympics and the Milano Cortina 2026 Winter Olympics.
The physical albums will be distributed worldwide, with the first Paris 2024 record launched this month in conjunction with the soft drink giant, Coca-Cola, a top-tier IOC commercial partner.
The Paris collection includes web and mobile applications that provide digital card packs, one of which features notable Olympic and Paralympic athletes, along with Olympic emblems and pictograms. The digital album is exclusively accessible in France.
Furthermore, digital card packs will give access to special material, while gold cards can be used to win rewards like virtual Q&A sessions with Olympic athletes. Physical albums will also be available through Panini’s e-commerce outlets.
Elisabeth Allaman, Deputy Managing Director of the IOC’s television and marketing services, said, “In line with the Olympic Agenda, we are looking for new ways to engage fans across different media, and so are pleased to bring together our worldwide TOP partner Coca-Cola and licensee, Panini, to create this new Paris 2024 collection. There have been a number of projects with Panini and some National Olympic Committees in the past, but for the first time, this collection offers fans unique digital content featuring athletes of different sports from all over the world.”
The Paris Olympics is scheduled from July 26 to August 11, whereas the Winter Games in 2026 will be held from February 6 to 22.
Panini, meanwhile, also announced a multi-year partnership with the Professional Fighter League (PFL) in early June to broaden its sports portfolio. The brand also formed partnerships with athletic entities such as the LIV Golf League and FIFA, the world governing body of football.