UEFA extends partnership with Topps to include Champions League NFTs

Topps first signed a deal with UEFA six years ago.

UEFA has reportedly extended its deal with Topps which will see the trading card company create non-fungible tokens (NFTs) for them.

According to the deal, it has been discussed that Topps will remain the special and official collectibles partner of the UEFA Champions League, UEFA Women’s Champions League, and the UEFA Europa League, as well as this year’s inaugural UEFA Conference League.

Although the data about the kind of NFTs Topps will be creating is not available, the company announced it would be turning iconic moments into digital collectibles with the obligatory third-party IP clearances.

It has been an incredible journey for Topps as the sticker and trading card company signed deals in soccer with Major League Soccer (MLS) in North America and Germany’s Bundesliga, and also has been the official collectibles partner of UEFA’s club competitions for previous years.

It’s great to offer our community and football fans across Europe and the world not only the best players but also the greatest moments in the upcoming seasons,” said Topps chief marketing officer Patrick Rausch. “As UEFA’s exclusive partner for collectibles, we are not only taking a huge step towards the future together, but we’re also taking collectibles to the next level.”

UEFA is the most recent soccer organization to have entered the world of NFTs followed by Spain’s La Liga after it announced an agreement last week with the blockchain digital collectibles and fantasy platform Sorare.

The expanded deal will see a boost after a problematic phase for Topps. The company lost its 70-year-old partnership with Major League Baseball (MLB) last month.

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