The first product iteration showcases past and present Team GB athletes such as Zharnel Hughes. (Shaun Botterill/Getty Images)

Topps, the trading card firm owned by Fanatics, has today signed an exclusive collectibles licensing deal with Team GB ahead of the Paris 2024 Olympics.

Under the terms of the agreement, which runs until 2028, Topps will be the sole distributor of official retail and online trading cards featuring Team GB’s roster of current athletes and Olympic legends.

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The brand will release the first collections before the start of Paris 2024. The first product iteration, launched on February 29, showcases past and present Team GB athletes such as Beth Shriever, Ben Proud, and Zharnel Hughes, as well as legendary figures such as Mo Farah, Steve Redgrave, and Jessica Ennis-Hill.

The official Team GB collections will be available in major retail distribution channels, online at Topps.com, and at the official Team GB online store.

Mark Catlin, general manager of Topps International, said: “We are thrilled to announce the exclusive relationship with Team GB which, as well as being an exciting commercial opportunity for both parties, is also very important to Topps in doing all we can in support of Team GB at the Olympics through to 2028.”

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Fanatics, the major digital sports platform and e-commerce company, acquired a significant portion of Topps in 2022.

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Topps is part of Fanatics Collectibles, the company’s physical and digital trading cards subsidiary that was launched in 2021.

Trading card properties operated by Fanatics Collectibles include soccer’s UEFA Champions League, German Bundesliga, and MLS, Major League Baseball, National Hockey League, and motor racing’s Formula 1.