Euroleague Basketball, the organizer of top European club competitions, has renewed its trading card and collectibles partnership with Panini.
The agreement has been extended for three more seasons, through 2028-29.
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As part of the renewal, Panini will continue to offer collectibles to EuroLeague fans, which will be complemented by Panini Instant, an opportunity to collect standout performances, key players, and memorable moments from the EuroLeague season as they happen.
The brand will also present the new “EuroLeague City Takeover” initiative, an episodic travel and entertainment series developed for selected games.
Panini and Euroleague Basketball will additionally collaborate on fan engagement initiatives such as sticker swap events, on-court activations in key rivalry games, live podcasts and more activities.
Euroleague Basketball and Panini first partnered in October 2023 ahead of the 2023–24 season.
Gawain Davies, Euroleague Basketball chief commercial officer, said: “We are delighted to renew our partnership with Panini, a truly iconic brand in the stickers and trading cards category.
“The Panini album has proved to be a popular product for generations of sports fans and represents a great platform for Euroleague to engage with our Gen Z and Gen Alpha fanbase.”
Elisabetta Mussini, Panini group licensing director, added: “The response from fans and collectors over the past three years has confirmed the strong potential of this collaboration and encourages us to keep raising the bar.
“Our ambition is to go beyond traditional collecting, combining iconic Panini products with innovative trading card concepts and new fan experiences that bring people even closer to the players, the teams, and the unique culture of EuroLeague basketball.”
In terms of recent commercial activity for the EuroLeague, multi‑national lottery and gaming operator Allwyn (Greece) and online sports betting company LetsBet were both named as regional sponsors in September under three-year deals.
Meanwhile, sports data provider FeedConstruct has acquired exclusive global data and video streaming rights for the Damen-Basketball-Bundesliga (DBBL), Germany’s top-tier women’s basketball league.
The multi-year agreement covers every match of the DBBL season.
FeedConstruct believes the DBBL "represents a rapidly appreciating digital rights property, combining strong domestic clubs with an increasingly visible European footprint."
Narek Harutyunyan, CEO of FeedConstruct, highlighted: "The commercial trajectory of women's sports is one of the most compelling growth vectors in our industry today, which makes the DBBL a highly dynamic, premium European asset.
"By integrating this competition into our global data and streaming infrastructure, this partnership equips our global network to meet the rising demand for women's basketball."
