Newspaper and magazine wholesaler Smiths News has announced the launch of its World Cup promotion for 2018.

Smiths News is distributing official World Cup Adrenalyn Trading Cards and Sticker Collection to newsagents across the UK, as part of a partnership with published collectables company Panini.

Last year’s campaign resulted in a £52m increase in retail sales for newsagents in the first week of the promotion.

Jonathan Bunting, chief operating officer at Smiths News, Connect Group, said: “The Word Cup is a huge opportunity for retailers. The capacity to generate more sales is extraordinary and with the event happening only once every four years, the importance of a well-planned campaign, and distribution of product is vital.

“For an event that is so widely anticipated, interest is already mounting with the largest sales predicted for May. With this opportunity, retailers must plan how to successfully take advantage and become a part of the buzz, and that includes stocking key collectables and World Cup products.”

The World Cup and Panini campaign will also be supported by a social media campaign.