To promote the launch of the official Premier League 2023 sticker collection, Panini UK partnered with London-based sports marketing agency Dark Horses on an integrated campaign fronted by England midfield general and West Ham skipper Declan Rice.
The Premier League player ambassador features across the campaign’s TV, social and digital creative executions which were first teased in late December ahead of the official launch on 5 January.
Running under Panini’s long-running #GotGotNeed tagline, the campaign sets out to emphasise the benefits of swapping amongst friends as a way of obtaining new stickers to complete their album and is spearheaded by a hero spot simply titled ‘Premier League 2023 Stickers’.
Panini Managing Director Chris Clover commented: “We’re thrilled to be working with Declan Rice once again, kicking off the new year in style. With the new sticker collection we want people to experience the adventure of swapping stickers to complete their collection, which our partners Dark Horses have reflected in the creative work. We’re proud to continue to work with the agency, who reflect our values and goals as a brand.”
Dark Horses Business Director Alex Nixon, added: “It was great fun working on this campaign. Every sticker collector knows that feeling of nervous anticipation that accompanies a swapping session; and we wanted to bring this to life through the lens of a sticker. Declan is perfect for this, not only is he a sticker enthusiast, but his personality lends itself incredibly well to the playful nature of the idea.”
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In November 2021, Panini and the Premier League penned a new multi-year partnership extended the league’s official sticker and trading card license deal (which includes both physical and digital formats, as well as official loyalty and premium collectables).
This renewal came after the Panini sticker album established itself as the number-one collectable in the UK: an achievement that saw Premier League sticker sales in 2021 climb to the highest level for 15 years – despite the challenges of the pandemic and the arrival of the virtual era.
This 2023 work follows on from last year’s ‘GOAT Of Swaps’ campaign promoting Panini’s official Premier League 22/23 Adrenalyn XL trading cards collection and created by the same agency.
Rice himself also recently fronted UK mental wellness charity CALM’s ‘The Invisible Opponent’ campaign.
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