Topps adds MatchFit to its collection following sports PR agency appointment

Topps, the premier trading card brand of Fanatics Collectibles, has appointed sports PR agency MatchFit to lead on earned storytelling around a huge year of brand growth within the UK.

Following a competitive pitch process, MatchFit has kicked-off a creative communications campaign activating Topps’ role as the official licensed cards and stickers provider for UEFA EURO 2024.

Topps recently unveiled iconic football manager Jose Mourinho as its Global Brand Ambassador, and he is central to a wider marketing campaign to drive consumer consideration and mainstream fan awareness of the exclusive summer product range.

As an official licensed UEFA partner until 2028, Topps provide exclusive stickers, trading cards and collectibles connected to UEFA EURO 2024™ as well as other marquee football events including the UEFA Champions League and UEFA Europa League. The UEFA EURO 2024 range includes stickers, cards and collectibles of each competing national team.

MatchFit is leading on creative and execution around all PR and earned campaign work including product launch events, stunts, content, influencer marketing, press office and media relations. An early highlight from the campaign saw a giant 12m² mosaic depicting Scotland captain Andy Robertson at Hampden Park, created from over 5,000 full-size official Topps UEFA EURO 2024™ Match Attax trading cards and representing more than 300 top footballers.

Ian Foster, Senior Director of Marketing and Digital Content at Topps said;

“We are thrilled to have selected MatchFit as our PR agency at this incredibly exciting time for Topps. The last two months have already seen hugely successful and creative launches for our big UEFA EURO 2024 product launch campaigns, with lots more to come as we gear up for a huge summer for the brand.

On top of outstanding team chemistry, throughout the process MatchFit demonstrated fantastic creativity backed up by high-class credentials. We are already enjoying working in close partnership and can’t wait to tell our Topps story together here in the UK.”

Donald Parish, Co-Founder of MatchFit, said;

“We are so proud to be working with Topps, a genuinely iconic sports brand that has incredibly exciting plans within the UK. From our very first conversation, it was clear that Topps are a brilliant cultural fit for MatchFit, and fully aligned with our mission to help everyone love sport the way we do.

The ongoing UEFA EURO 2024 campaign has been a fantastic way to start our relationship, featuring a big stunt, creative content, influencer marketing and a swathe of earned-media coverage. We can’t wait for the next challenge!”

The news comes at an exciting time of growth for sports PR agency MatchFit, who – with this latest announcement – expands its existing client roster including The FA, LiveScore, Manchester City, GB Taekwondo, The LTA, BLAST and The EFL.

MatchFit was recently a finalist for ‘Specialist Agency of the Year’ at the FEVO Sport Industry Awards 2024, and as ‘Agency of the Year’ at the UK Sponsorship Awards 2024.

For more information on how you can get MatchFit, visit