Panini has announced the launch of the FIFA World Cup Qatar 2022 Sticker Collection,


Launching on Thursday 25 August, the collection consists of a total of 670 stickers, including 50 special stickers. Plus, for the first time in a FIFA World Cup collection, fans can find Panini Extra Stickers – super-rare stickers inserted randomly into standard packets. These stickers stand out from the main collection as they feature an action image on the front. Twenty players have been selected, both Legends and Rookies, and each is represented in different colour variations.

The sticker collection will be backed by a heavyweight marketing campaign including TV advertising, marketing across digital platforms, newspaper campaign, nationwide sampling and cover mount activity, as well as an integrated PR campaign. There will be widespread support for retail in terms of POS and retail sampling initiatives.

Chris Clover, managing director at Panini UK and Ireland: “It’s here! The publishing phenomenon that is the Panini FIFA World Cup sticker collection reaches its 14th (14th!) edition and anticipation across the globe is huge. The release of the Panini FIFA World Cup sticker collection has always kicked off the excitement for major international football tournaments and this one will be no different. We have created a fresh new look and an innovative collection which promises to bring people of all ages together to swap and stick their way to completion!”