Euroleague Basketball Renews Panini Partnership
November 12, 2026
Euroleague Basketball and Panini have renewed partnership for more seasons.
Panini will continue offering EuroLeague fans an enhanced and diverse range of collectibles. The iconic sticker album will return with significant new features, introducing new collecting experiences and new ways for fans to build and enjoy their collection.
Trading card collectors can also look forward to a broad portfolio featuring some of the most established and popular brands in the hobby, alongside innovative designs, special inserts and premium content, including autograph and memorabilia cards.
The offering will also be complemented by Panini Instant, giving fans across Europe the opportunity to collect and celebrate standout performances, key players and memorable moments from the EuroLeague season as they happen.
Panini will also present the new “EuroLeague City Takeover” initiative, an episodic travel and entertainment series developed for selected games that will take fans inside EuroLeague’s most iconic basketball cities, through the people, culture and rivalries that make them unique. Panini and Euroleague Basketball will elevate the gameday experience with sticker swap events, on-court activations in key rivalry games, live podcasts and many more activities.
Gawain Davies, Chief Commercial Officer at Euroleague Basketball, celebrated the renewal of the partnership: “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.”
“We are extremely proud to extend our partnership with Euroleague Basketball. 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,” said Elisabetta Mussini, Group Licensing Director. “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.”